Awarded
Change the Script 3
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Descriptions
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.
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Tender Regions
CPV Codes
79340000 - Advertising and marketing services
Keywords
advertising services
marketing campaigns
promotional planning
brand advertising
media buying
marketing strategy
digital marketing
advertising consultancy
marketing communications
ad production
Tender Lot Details
2 Tender Lots
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Possible Competitors
1 Possible Competitors
