Public Sector: CWDC helps social work

The Children's Workforce Development Council has launched a major public campaign to attract more social workers.

It comes amid fears 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. These will be promoted through PR, national advertising and 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.

The campaign is the second phase of the new social worker recruitment campaign launched two weeks ago by Secretary of State for Children, Schools and Families Ed Balls.

Local Government Association research found 60 per cent of councils had problems hiring children's social workers.

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