In Britain, we’re just not very good at accepting credit - of any kind. From a casual compliment to financial support, it’s all just a little bit awkward. But with bills increasing and some allowances being cut, Royal London wanted to dispel the stigma of claiming financial support, and to get people to claim the pension credit they’re entitled to. I created the campaign and wrote the copy, but it’s really Royal London who should take the credit for such a great social impact initiative.