It comes amid fears that people are shunning a career in social work after the profession was criticised following the death of Baby P.
The campaign will feature real-life stories from social workers and the people they help, and these will be promoted through PR, national advertising and direct marketing.
The adverts use everyday images such as a bouncing ball and a boiling kettle to show how social workers use their surroundings to get people in danger to open up.
Band & Brown Communications, Draftfcb, Publicis, Publicis Modem and Arena BLM are working together to deliver the media strategy.
‘We're implementing a far-reaching media relations programme to generate positive coverage about the real-life stories of social workers and the people they help,' said Band & Brown CEO Gill Brown. ‘We are also working with the profession, government and wider stakeholder audiences such as local authorities, professional associations and unions,' she said.
The campaign is the second phase of the new social worker recruitment campaign launched two weeks ago by Secretary of State for Children, Ed Balls.
Local Government Association research released last May found that 60 per cent of the 56 councils taking part in the survey had problems hiring children's social workers, suggesting criticism of the profession had a negative effect on recruitment.