A campaign in Scotland to tackle social work's poor public image would only go part way to solving the woes of the sector, according to the British Association of Social Workers.

Scottish spokesperson Ruth Stark said potential recruits were discouraged from applying to join the profession by the lack of an attractive career structure, the enormous workloads, and the lack of financial recognition for the demanding work they would be expected to carry out.

The campaign, which bears the slogan "Care in Scotland - life-changing work", sets out to address the issues of staff recruitment and retention as well as improving the way social work is seen by both the public and the media. It will run for four weeks then recommence in January for a further four weeks.

But Stark described it as a missed opportunity.

"Of course, BASW welcomes an awareness raising campaign, but there needs to be a real investment as well as publicity," she said.