Government launches social care recruitment drive
The government has launched a £4 million advertising campaign to recruit more social care workers. The TV, press and milk-carton blitz aims to highlight the positive aspects of a negatively viewed profession, with the slogan "Doing the small things that make a big difference".
Health minister, Stephen Ladyman, unveiled the campaign aimed at people looking for flexible work or a career change. "Every day, social care workers change people's lives for the better yet it is a career that is often undervalued and under rated," he said.
Mr Ladyman said he wanted the campaign to make a difference to the 10 per cent national vacancy rate and to "change perceptions" of the "often life-changing work involved". Andrew Cozens, president of the Association of Directors of Social Services, said: "The ADSS is very keen to raise the profile of the important work that social care workers do. We welcome this important campaign".
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Department of Health
Press Release: Monday, 2nd February (Department of Health)
ADS FOR MISSING SOCIAL CARE WORKERS TO APPEAR ON MILK CARTONS DEPARTMENT OF HEALTH News Release (2004/0034) issued by the Government News Network on 2 February 2004
``Doing the small things that make a big difference'
For the first time ever the Government is placing adverts on the side of milk cartons aimed at encouraging more people to become social care workers.
Using the slogan 'Doing the small things that make a big difference' to illustrate the rewards of a career in social care and challenge the sometimes negative perceptions of the profession, Health Minister Stephen Ladyman today launched a new #4m TV, press and milk carton advertising campaign, aimed at people looking for flexible work or a career change.
The TV and press ads show how social care workers help vulnerable adults, in particular older people, with everyday things that most people take for granted. Examples include:
Don is an older man who with the help of his social care worker is able to remain in his own home. His social care worker is shown inserting a new light bulb reducing the chance of nightly panic attacks.
Margaret is an older woman who's hands don't work as well as they used to. With the help of her social care worker, Margaret can wash, dress and get ready, giving her the comfort and confidence she needs to enjoy her day.
Elliott has a learning disability. A social care worker is shown visiting him and chatting to him about his plans for the day over breakfast and a cuppa. As a result, Elliott has the support he needs to make his own decisions and live his life.
A website - www.socialcarecareers.co.uk - and a telephone information line - 0845 604 6404 - will support the campaign with more in depth information on careers in social care.
Speaking at the launch of the social care worker recruitment campaign at Anchor Court, a sheltered housing facility in Westminster, Health Minister Stephen Ladyman said:
``Every day, social care workers change people's lives for the better yet it is a career that is often undervalued and under rated. Nationally, vacancy rates for social carers are currently running at around 8 - 10 per cent. We believe the campaign we are launching today will change that figure and perceptions of social care workers by showing the real depth and variety of the important and often life-changing work involved.
``Social care workers are an integral part of the 'person centred' approach the Department of Health is taking in shaping public services. We are committed to helping older people and other vulnerable adults to lead an active and independent life. Increasing the vital social care workforce will help to support those people who want to continue living in their own homes do so for as long as possible.'
Welcoming the campaign, Andrew Cozens President of the ADSS (Association of Directors of Social Services) said:
``The ADSS is very keen to raise the profile of the important work that social care workers do. These vital staff are needed right across the country in both social services and the private and voluntary sector to provide practical care and support to a range of people and in a number of different settings. We welcome this important campaign and hope it will encourage people to consider a rewarding career in social care.'