Pagoda PR Wins Account to Improve Understanding of Social Work

The Association of Directors of Social Work (ADSW) has appointed Pagoda PR to build awareness and understanding of the role of social work services in Scotland.
  The one year brief involves implementing a strategy to show how social work services are at the heart of every community and helping to change lives. By working with the Scottish Social Services Council and other organisations, ADSW plans to highlight the value of social work for individuals, families and communities.
 
Alan Baird, President of ADSW said: “There is widespread confusion about social work services. This lack of understanding can undermine our effectiveness. The role of the campaign will be to start shifting perceptions of our work amongst a wide range of stakeholders and the wider public.”
 
Pagoda PR will work with Jane Kennedy, ADSW’s recently appointed Parliamentary and Communications Manager to develop the campaign. It is likely to include case studies in the media and the use of individuals who will champion social work services. The campaign will also showcase success stories, focusing on the positive contribution that social work services make to life in Scotland.
 
“Social work services in Scotland have a strong, positive story to tell”, said Ian Coldwell, Managing Director of Pagoda Public Relations.  “Unfortunately, perceptions of social work are skewed by media coverage of a small number of high profile, child protection cases. Meanwhile, much of the valuable day to day work of social services in areas such as early years, criminal justice and work with older people, goes unreported. Within the first year we aim to lay the foundations for a campaign which can be sustained in the longer term by in-house communications staff, working in their local areas”.
 
The account team will be lead by Ian Coldwell, Managing Director, and directed by Giselle Dye. Senior Consultant, Lynne Veitch, will manage the account with support from Shaheena Abbas and recently appointed Stephen Gethins.
 
2009 will be the 40th Anniversary Year of the Association of Directors of Social Work.