A right, not a hand-out.

Pick it up. It’s yours. No, really, it is.

When Pension Credit was introduced the fear was that many of the most needy recipients would be too proud to claim what was seen by some as a hand-out – even though it was their absolute entitlement. My campaign strapline, ‘Pick it Up. It’s Yours.’ conveyed the message that Pension Credit is there to be collected as of right.

Through Draft London. Art Director Ed Floyd.