Across Wales, thousands of families were missing out on financial support that they were entitled to. Despite previous efforts, £18.7 billion in income-related benefits remained unclaimed across the UK. The Claim What’s Yours campaign set out to change that, not just by raising awareness, but by removing barriers and empowering people to get support.

The biggest obstacle wasn’t eligibility, it was perception. Many believed claiming support was too complicated or not worth the effort. The campaign aimed to shift that mindset and show that help was not only available, but accessible. AdviceLink Cymru was central to this, a free, friendly, and confidential service offering real help without jargon or hoops.

• Connect: raise awareness through hero animation, TV, radio, and digital channels.
• Engage: educate with clear messaging and accessible collateral in 9 community languages, BSL overlays, and screen-reader formats.
• Empower: encourage action by simplifying eligibility checks and promoting AdviceLink Cymru.
• Targeting focused on areas with the greatest need, refined to reach Local Authorities with lower Council Tax Reduction uptake.

The campaign led with a simple question: ‘Have you checked if you’re eligible?’ Bright, optimistic visuals built on the familiar yellow and blue palette, tailored to different audiences with culturally sensitive iconography and accessible formats.

• Facebook & Instagram: high engagement, especially among older audiences
• Google Search and Display: precision targeting with standout CTRs
• TikTok and YouTube: reaching younger audiences with engaging animations
• TV & Radio: high-impact ATL activity via Sky AdSmart, S4C, and DAX
• Door Drops and Local Press: reaching digitally excluded and Welsh-speaking communities

• 95% increase in calls to AdviceLink Cymru (February vs August 2024)
• £2.4M total income gain for those assisted (+£1.4M over target)
• 91,115 clicks to the campaign page (+66K over target)
• 6,566 total calls during campaign period
• 6% increase in campaign awareness, rising to 31%
• 48% saw the campaign on social media, 32% on TV

The campaign didn’t just raise awareness, it helped people take control. A growing number of households are now accessing the support they’re entitled to. By simplifying the process and offering trusted help, the campaign reduced financial anxiety and empowered people to act with confidence.