Council led campaign secures nearly £195k for older residents

Charlotte Baroukh

Tax Expert @ Pie

4 min read

Between November 2024 and February 2025, a council-led initiative in North Oxfordshire helped older residents claim a total of £194,477 in combined pension credit and winter fuel payments. This significant achievement reflects the concerted efforts of Cherwell District Council and its partners to support pension-age individuals during the colder months

Introduction

As winter tightened its grip on North Oxfordshire, the local council sprang into action to ease financial pressure on pension-age residents. From November 2024 through February 2025, Cherwell District Council, in collaboration with partners and volunteers, orchestrated a targeted campaign. The goal? To ensure eligible older residents accessed the full extent of support available through pension credit and winter fuel payments.

The impact was profound. Fifty pensioners successfully claimed vital support, culminating in a total of £194,477 positively impacting household finances . Closing in on £200,000, this campaign highlights the pressing need for local authorities to proactively tackle underclaimed benefits.

Deputy Leader Lesley McLean emphasised the campaign’s success, showcasing how accurate outreach work and hands-on assistance can turn awareness into tangible financial relief. As winter's chill costs rise, such support becomes not just welcome but essential. The campaign’s ongoing momentum is set to continue into summer with further initiatives in collaboration with Age UK.

Driving the campaign: Council and partners unite

Cherwell District Council launched the campaign in November 2024 with a clear mission: alert pensioners to their eligibility for benefits and guide them through the claims process.

Partnering with Age UK and other local support services, the council created a coordinated outreach that combined workshops, mail-outs, and one-on-one help sessions. This collaborative approach lowered barriers and helped individuals overcome the stigma or confusion typically associated with claiming benefits.

What was claimed and by whom

Over the course of four winter months, 50 residents of pension age took part. Their efforts yielded £184,477 in pension credit and £10,000 in winter fuel payments. These statistics underscore the wide-ranging impact of the campaign, from essential heating support to longer-term financial relief secured through pension credit.

Voices from the campaign

Councillor Lesley McLean, Deputy Leader and Portfolio Holder for Finance, Property, and Regeneration, highlighted the campaign’s significance: “Residents’ wellbeing is of key importance to us and we are incredibly proud of the positive impact this campaign has had.”

She added: “By identifying those eligible and helping them navigate the claims process, we’ve accessed nearly £195,000 in vital support… big thank you to all our officers and partners for their hard work to make this possible.”

Broader context: Why benefits go unclaimed

Nationally, it’s estimated that thousands of pensioners miss out on benefits like pension credit due to lack of awareness, complex application processes, or concerns over stigma. In rural and semi-rural areas like North Oxfordshire, these issues can be magnified by isolation and limited access to support services. By focusing efforts where they were needed most, the council’s campaign effectively closed that gap.

Plans ahead: Summer outreach with Age UK

Buoyed by winter success, Cherwell District Council is now collaborating with Age UK for a summer drive to raise further awareness and support:

• Will include pop-up sessions at local community centres.

• Encourage walk-ins and drop-in consultations.

• Assist residents in confirming pension credit eligibility and completing applications.

These summer initiatives aim to sustain momentum and target those who missed out during winter.

Wider implications

The campaign offers several lessons: it demonstrates the effectiveness of local authorities using personalised outreach, partnership, and simplified claim processes to boost take-up of public benefits.

It also signals the importance of such methods in countering the cost-of-living crisis that particularly affects fixed-income households. And, it offers a model other councils could replicate across the UK.

Conclusion

The North Oxfordshire winter campaign illustrates the powerful impact of targeted, community-driven benefit outreach. By combining council resources, partner organisations like Age UK, and local volunteers, the initiative secured nearly £195,000 in combined pension credit and winter fuel payments for 50 pension-eligible residents.

The campaign not only improved immediate wellbeing during cold months but also delivered sustained financial relief through pension credit. Lessons from this effort underscore the value of proactive engagement, simple outreach mechanisms, accessible application assistance, and cross-sector collaboration.

As the council gears up for a summer pilot in partnership with Age UK, it signals a long-term commitment to closing the benefit gap. For other councils and public bodies, this campaign offers a replicable model that could significantly reduce benefit underclaiming among vulnerable populations.

Ultimately, by bringing benefits outreach directly into communities, Cherwell District Council has demonstrated how strategic local action can create real, positive change.

Frequently Asked Questions

What is pension credit, and who qualifies?

Pension credit is an income-related benefit for people over the State Pension age. It includes a guarantee top-up and, depending on savings and income, may include extra savings credit. Eligibility is based on weekly income, savings, and whether you live alone or with a partner.

How do winter fuel payments work?

Winter fuel payments are annual, tax-free payments to help pensioners with heating costs. Amounts vary but typically range from £100–£300 depending on age and circumstances.

Why do many people miss out on pension credit?

Lack of awareness, complicated paperwork, fear of stigma, and low-level savings can all deter older adults from applying, even if they’re entitled to financial help.

How did Cherwell District Council help residents apply?

The council and Age UK held workshops, provided home visits, mailed information packs, and offered one-to-one support to simplify the application process and help complete forms.

Will this campaign continue next winter?

Yes. Following the winter success, the council is extending the efforts into summer, including Age UK-led sessions, to prepare more residents ahead of next winter.