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Pension Disability and Carers Service: Publicity

Volume 481: debated on Monday 20 October 2008

To ask the Secretary of State for Work and Pensions how much the Pensions Service has spent on its Full of Life campaign; and how the performance of the programme will be measured against his Department's public service agreement. (226195)

The ‘Full of Life’ activity on and around Older People's Day was a broad-based effort coordinated by the Department for Work and Pensions and involving the Pension, Disability and Carers Service, Jobcentre Plus and a wide range of local and national stakeholders and local groups.

There was no budget allocated within the Pension, Disability and Carers Service, however, the Department for Work and Pensions has spent £238,396.43 to date on the ‘Full of Life’ campaign.

Supporting Public Service Agreement 17: Tackle poverty and promote greater independence and well-being in later life, the ‘Full of Life’ activity highlights and celebrates the huge contribution older people make to our society and communities, improving the awareness and take up of the range of services and support available to older people, as well as tackling stereotypes of older age.

‘Full of Life’ is part of a wider-strategy to deliver this PSA. Making progress against the indicators is an incremental and long term process and we would not expect to make a measurable impact on attitudes and behaviour as a direct result of Older Peoples Day 2008. In these early years we are aiming to establish the day and are evaluating awareness of the day, media coverage and the scale of participation on the day.