DoH highlights social care skills

The Department of Health is using real-life carers and social care users in a campaign to recruit more people to the profession.

The campaign's theme of ‘1+1=3' is designed to highlight how the ‘sum' of the carer/client relationship is greater than its parts.

It is also designed to challenge misconceptions about social care workers, reveal the different aspects of their profession and its personal rewards.

A spokesman said: ‘The campaign breaks new ground in showing real-life relationships between social carers and the people they care for.'

Accompanying TV, press and radio ads are based on a wheelchair user enjoying a skate park, an elderly woman being cared for in her home, and a young autistic man being prepared for his new job.

The care sector requires thousands of new recruits each year in order to cope with demand.

Martin Green, chief executive of the English Community Care Association, said: ‘One of the really positive things about this campaign is that it broadens out the type of people that we would be attracting to the profession.'

As well as advertising, the campaign includes media relations, a dedicated website, a telephone hotline and information booklets.

The DoH's retained agency Munro & Forster is handling the brief.

To find out more about the campaign, go to


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