Scottish campaign fails to inspire public

Social work directors in Scotland have admitted disappointment
at the response to the executive’s recent poster campaign to
recruit more social workers and care staff.

A survey carried out by the executive to analyse the effectiveness
of the third phase of the Care in Scotland campaign found that one
in five people recalled seeing the poster advertisements in the
media. Of those who did recognise them just 25 per cent realised
they were designed to recruit more social workers.

Colin Mackenzie, president of the Association of Directors of
Social Work, said: “We want the executive to continue in its
efforts to attract more people into social work and social
careÉ but are disappointed by the findings. We really needed
the campaign to challenge people’s perceptions about social work
and inspire folk to look into a career in social care.”

The posters depict bored office workers wishing for a job that
makes a difference, has prospects, stimulates and is
flexible.

They were first used last autumn when the executive held road shows
across Scotland to showcase social care careers.

• Survey from
  www.scotland.gov.uk/Publications/2005/05/31110843/08519