Change the Script 3

Building on phases 1 and 2 of the Change the Script campaign, which reached 52 million people, this third phase tackles low public respect and misconceptions about social work's professional status. Market research after phase 2 showed significant positive shifts in perceptions, including a 279% increase in people recognising that social workers empower others.

This phase will spotlight social workers in settings not typically associated with the profession, such as hospitals, demonstrating social work's vital role across society. The campaign objective is to increase public understanding, recognition and trust of social work as a regulated profession, aligning with Social Work England's strategic aims to maintain public confidence.

While not directly a recruitment or retention campaign, by shifting perceptions the initiative creates a more positive environment that may influence career consideration and professional retention. Using GCS evaluation methodology and the bi-annual social work survey, the campaign will measure shifts in public understanding and professional sentiment.