About / Social Work Changes Lives
ADSW and the SSSC launched a campaign in April 2009 to improve understanding of social work services in Scotland amongst the public and the wide range of stakeholders with which we work.
Media coverage of social work has often presented the profession with challenges which must be addressed if we are to maintain the trust and the confidence of the public. However, we understand that there are no quick fixes and that we are dealing with deep rooted attitudes, which will take time to shift.
For this reason we are working with Pagoda Public Relations on a media and public relations campaign to improve awareness and understanding of social work which can be sustained longer term. The work is designed to support the objectives of Changing Lives. Inevitably, the success of the campaign will depend on the participation of social work services and communication teams in local councils.
Our approach
One of our aims is to maximise opportunities to showcase best practice in a way that reinforces a view of social work services which reflects the value and diversity of our work. At the same time we will use this opportunity to improve the way we co-operate on managing issues that present risks to the reputation of the profession.
On the positive side there are three key strands within the campaign, all of which require the involvement of individual councils.
- Real life stories: A case study-based approach designed to show how the successful involvement of social workers changes lives, for the better. This involves identifying compelling human interest stories which reflect the diversity of social work and communicating them through a range of media including features, broadcast material and in communication with opinion leaders.
- Social work champions: A panel of social work champions made up of prominent figures (including, MSPs, academics and other opinion formers) has been established and regularly support the campaign, lodging motions and providing positive comments in the media.
- Celebrating social work success: Featuring examples of achievements and best practice in terms of programmes and projects undertaken in Scotland-wide media as the basis for news, features and broadcast packages and communication with stakeholders.
Alongside this we have worked on improving co-operation on the management of potentially negative issues and using comment from ADSW and other bodies in these circumstances.
We have created toolkits and resources for local councils to allow people to share best practice and seek advice. A communications network of PR representatives from local authorities support the campaign.
One year on research carried out among 1,000 people living in Scotland shows that there has been a positive shift in perceptions of social work and familiarity with the range of social work services. The campaign is continuing for another year.
| Downloads |
| Date |
Title |
Summary |
| 09/06/2010 |
Toolkit |
Campaign toolkit for PR network contacts |