People in Lincolnshire are being urged to make sure they are getting all the benefits they are entitled to.
Around £27m in pension credit goes unclaimed in the county each year, according to the county council.
The authority said that, with heating and food prices rising, it was important older people contacted them to see what they could receive.
People are being urged to apply for their entitlement as part of the county-wide Everybody Benefits scheme.
Graham Marsh, executive councillor for Adult Social Care, said: "As the recession begins to hit people in the pocket they will be finding it hard to make ends meet, but there are many who are still missing out on benefits."
"That could be because they don't know that they are entitled, are worried about the complexity of the process, or are embarrassed about claiming.
"There are many agencies, however, who can help people apply. The message during the economic downturn is don't miss out - make sure you claim your benefits".
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