There’s a long-held negative public image of social work, which is at odds with the actual job – protecting, supporting and empowering people to improve their chances in life.

With research showing more than half (54%) of UK adults say real stories would improve understanding and perceptions of the profession, we worked with Social Work England on a national campaign to ‘Change the Script’ on social work – tackling negative perceptions by sharing the real story of social work and the positive impact it makes to the lives of millions of people, every day.

The campaign was spearheaded by a new guide, co-produced with those doing the job and with lived experience of social work. It aimed to change the way people and organisations write and talk about social work – from charities, public services and schools to members of the public – helping to build more accurate and balanced portrayals. It was launched alongside a film featuring award-winning author Beth Moran – who is also a foster carer – uncovering real stories of social work. Our campaign landed a feature on BBC Radio Five Live, as well as interviews on local TV and 39 regional BBC stations.