Pension Age Disability Payment from Social Security Scotland provides up to £110 a week for people over state pension age who have a disability or long-term health condition. As a newly devolved benefit, awareness was low, and many people didn’t yet recognise that it could apply to them. Our job was to build understanding, offer reassurance and motivate eligible people - and those who support them - to apply.
Discover
Research told us that many people felt a strong sense of pride, believing they had “worked for my money” and should cope without “handouts”. Others were reluctant to see themselves as disabled or in need of help. Third-sector partners such as Age Scotland also highlighted widespread scams around benefit payments, creating further trust issues.
Define
Our campaign focused on people whose conditions had recently developed and who still saw themselves as independent. For them, applying meant admitting a need for help. Our message had to reassure them that this payment exists to help them stay in control and remain in their homes. “Your life may be tougher now. But it’s still yours.” reframed the benefit as support for independence - not a sign of dependence.
Deliver
Working with our production partner Forest of Black to deliver the core film, the campaign was rolled out nationally across TV, radio and press. After a five week campaign, there was a 140% increase in visits to the application website and a 78% increase in applications compared with the month pre-launch.
