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CWDC 'Ball' advert

Agency: Publicis

Client: Children’s Workforce Development Council

The Children’s Workforce Development Council (CWDC) has launched a high-profile fully integrated marketing campaign to recruit high calibre social workers to support children and families and raise the profession’s status amongst the general public.

Real life stories from social workers and the people they help form the narrative for the campaign which integrates national and regional TV, print, radio and online advertising, consumer lifestyle media advertising, direct marketing and PR.

Publicis, Band & Brown, Draftfcb and Publicis Modem will work alongside Arena BLM to deliver a media and creative strategy which raises public awareness of the importance of social workers, illustrates the work that social workers do every day and attracts the brightest and best to the profession.

Taking centre-stage in the Publicis-created ‘Be the difference’ campaign are seemingly ordinary household items including a kettle and bouncy ball, which illustrate how social workers apply their training, skills and expertise to make major breakthroughs with children and their families. 

The TV campaign was directed by iconic portrait photographer Charlie Crane with print creatives shot by renowned still life photographer Jenny Van Sommers.  Actress Imelda Staunton is amongst the voices narrating the campaign.     

The campaign aims to be pivotal to the wider social work reform programme being led and delivered by CWDC to widen entry routes into the profession, enhance support for practitioners and encourage former social workers back into the profession. 

“If we want a world-class social work profession, we need to attract the brightest, best and most committed people to the profession,” said CWDC Chairman Sir Paul Ennals.

“Social workers are unsung heroes and do a difficult job, often in extremely challenging circumstances – but it is a great profession to join.  This recruitment campaign aims to attract high quality candidates from wide-ranging backgrounds to think about a career in social work.” 

“The campaign’s focus on seemingly everyday objects turns on its head the popular perception that social work is just a cup of tea and a chat.  Social work is undergoing major change and the Children’s Workforce Development Council is supporting wide-ranging reforms which will ensure that social workers get the rigorous training, supervision and support they need.”

The campaign is phase two of the new social worker recruitment campaign launched two weeks ago by Secretary of State for Children, Ed Balls. It follows on from the Social Work Transformation Fund for children’s social work announced by Government in May 2009.

Phase one - launched on September 1 2009 and fronted by Sadie Frost and DJ/actor, Goldie - has generated over 7,000 enquiries to date.

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