Change the Script phase 2

SOCIAL WORK ENGLAND · awarded 24 January 2025

Who

Buyer	SOCIAL WORK ENGLAND SHEFFIELD
Supplier	Kindred
Category	services
Classification	Television services CPV 92220000
Notice published	3 February 2025

What it is for

The first phase of Social Work England's Change the Script Campaign was launched during Social Work Week 2024. It called on the TV and film industry to more accurately represent social workers on screen, boosting public perceptions and recognition of the profession in response to data that showed only 44% of the public think social work is well-respected in society. Campaign evaluation found a 67% increase in people agreeing that social workers deserve more recognition after viewing the campaign film. Given their central role in society, the key campaign objective for phase 2 would be to continue to increase public understanding, recognition and trust of social work as a regulated profession and show appreciation for a role that supports millions of people. It is a vital career. This would also support recruitment and retention within the profession.

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