British Gas launches Pass It On campaign with Judi Love

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●      Judi Love fronts British Gas’ new Pass It On campaign, encouraging people to share advice and support that could help others

●      The British Gas Energy Trust’s ‘Energy Support Grant’ opens on 1 October with £1,700 grant support also available to eligible non-British Gas customers

People may be quick to offer a helping hand, but when it comes to admitting we need one ourselves, it’s a very different story. New research of 2,000 UK adults commissioned by British Gas reveals 70% find it easier to help other people with their problems than talk about their own.

More than two thirds (68%) say asking for financial help can feel embarrassing, while 60% would find it difficult to tell friends or family if they were struggling financially and 58% worry they would be judged.

Yet despite these barriers, nearly three quarters (74%) believe there should be no shame in asking for support, highlighting a disconnect between the reassurance we give others and how we feel when we need help ourselves.

The findings come as British Gas launches Pass It On, a new campaign fronted by comedian and former social worker Judi Love, encouraging people to share useful advice and information with those they care about, including the financial and practical support available through the British Gas Energy Trust.

And while people can be hesitant to start those conversations, the research suggests they may be more welcome than we think. Nearly a quarter (23%) worry about offending someone by suggesting financial support, yet just 2% say they would actually feel offended if a friend or family member passed on information they thought could help.

Instead, almost two-thirds (63%) would feel grateful, pleased, relieved or comfortable receiving it, while 71% say they would be more likely to use a support service if someone they trusted recommended it.

As part of the campaign, Judi Love’s Guide to Life sees Judi share five lessons she’s picked up along the way including how she dealt with her own experiences of financial hardship and she’ll be encouraging people to pass on the advice and information that has helped them.

Judi Love said: “We’re brilliant at passing things on to the people we love – whether it’s life advice, a recommendation or something we’ve learned the hard way. But asking for help ourselves can sometimes be much harder. Pass It On is about looking out for each other. If you’ve found something that could genuinely help someone you care about, pass it on.”

Solely funded by British Gas, the independent charity, the British Gas Energy Trust, helps families and individuals in or at risk of financial hardship through informed energy choices, money management and holistic support.

Its Energy Support Grant opens on 1 October, with a simpler application process this year to make it easier for eligible households struggling with energy debt to access grants up to £1,700.

This comes as 77% of Brits agree information about financial support should be simple enough to easily pass on to friends and family, while 72% believe organisations offering practical support need to do more to make people aware that help exists.

Gary Booker, Managing Director at British Gas said: “When people are worried about their finances, knowing where to turn for help can make a real difference. At British Gas, we’re going further to help those who are struggling with energy costs through our £140 million support package. This means making sure our customers can access the help they need and, through our funding of the British Gas Energy Trust, that anyone struggling with energy debt can receive support, regardless of who supplies their energy.”

British Gas Energy Trust Chief Executive Officer Maff Potts said: “We know that asking for help with money or energy bills isn’t always easy, and sometimes the first step is simply knowing that support exists. With the Energy Support Grant opening on 1 October, we’ve made the application process simpler than ever. Whether you need support yourself or know someone who might, we’d encourage people to find out more and pass it on.”

In 2025-26 alone, the Trust supported more than 101,100 people by managing £34.2 million of debt, alongside providing £15.5 million in fuel vouchers, grants, financial advice and essential white goods through its network of trusted delivery partners.

The grants and work with the Trust forms part of a wider package of support funded by British Gas to help customers manage their energy costs and access the right help for their circumstances, including free boiler services and home upgrades from its expert engineers and funding for other charities like StepChange and The Multibank.

Those looking for support, or who know someone who may benefit, can visit www.britishgasenergytrust.org.uk to find out more.