Winter Fuel SOS
2025The Sun launched its Winter Fuel SOS campaign to support thousands of pensioners facing uncertainty over their energy bills. Following the Chancellor’s announcement that the £300 Winter Fuel Payment would become means-tested, the campaign aimed to ensure older people were not left in the cold due to confusion or lack of access to support.
More than 800,000 pensioners risked missing out on the payment, many simply because they had not registered for Pension Credit. To tackle this, The Sun assembled a dedicated Winter Fuel SOS crew, including consumer experts from Octopus Energy and Which?, as well as from AGE UK and The Sun’s head of consumer Tara Evans, and Sun Savers editor Lana Clements. Former Pensions Minister Sir Steve Webb offered practical advice and guidance.
The Sun opened its phone lines and inbox to readers, inviting pensioners and their families to get in touch. Thousands responded, seeking help to understand their eligibility and how to claim support. Those who couldn’t speak to someone on the day were promised a call back within a week.
The Sun editor-in-chief Victoria Newton said: “The huge number of calls into the Sun’s hotline this week has highlighted just how important our SOS campaign is, and how much of an issue the loss of the Winter Fuel Payment is for so many older readers.
“The Sun has a long history of campaigning to make our readers’ lives easier and providing advice on how they can combat the increased cost of living.”
In addition to expert advice, The Sun rolled out a new newsletter series focused on saving money on heating bills. The campaign has already helped readers like 80-year-old Neil from Fife, who said he was grateful for the chance to speak to someone and get help understanding his options. Neil said, “I am very grateful to The Sun for doing this. It may turn out I don’t qualify, but it is nice to know someone cares and is on hand to help.
“I don’t use the internet, so it was really helpful to speak to someone on the phone and get help working out if I might qualify for pension credit. If you don’t try, you don’t know.”
The campaign also worked with charity Turn2Us to launch an interactive benefits checker, allowing readers to quickly find out if they’re missing out on entitlements. Michael Clarke, head of information programmes at Turn2Us, said the tool could be a lifeline for the 700,000 eligible pensioners still not claiming Pension Credit.
“It is vital we make sure that pensioners know about all the support they are entitled to.
“Our drive to boost Pension Credit take-up has already seen a 152 per cent increase in claims and Sun readers can help spread the word.
“If you have a friend, neighbour or relative who is a pensioner and on a low income, telling them about Pension Credit could boost their income by an average of £3,900. Not only does Pension Credit top up income, it also opens up further support, such as the Winter Fuel Payment.”
Emma Reynolds MP, then Parliamentary Under-Secretary of State for Pensions