PUBLIC SECTOR: Cardiff council to raise awareness of carers shortfall

Cardiff City Council is set to launch a campaign aimed at altering the public's perception of care work.

Expected to run during May and June, the campaign has been initiated to deal with a crisis in care work recruitment in the city.

Members and senior figures at the council's family and community care department have tasked PROs with finding ways to boost recruitment after failing to attract workers to the notoriously low-paid sector.

Robert Webb, a family and community care PRO who is co-ordinating the campaign, said its working title is 'Have you got what it takes'.

He said: 'The aim is to show that it offers more than most jobs. It is about getting involved in the community.'

The campaign is expected to involve media relations and a roadshow.

'Students are a target group where we feel the community message may get an audience,' Webb added.

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