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Change the script: campaign toolkit

This toolkit is for those who want to support the Change the Script campaign.

Change the script: campaign toolkit

The Change the Script campaign calls upon the entertainment industry to more accurately reflect the reality of social work.

Change the Script aims to raise awareness of the consequences that negative depictions of social workers have on society. It urges TV and filmmakers to more accurately portrayal social work, sharing more about the positive impact social workers have on people’s lives every day.

Changing misconceptions of social workers in the media is a shared interest for the profession. More accurately portraying the great job social workers do will promote confidence in the profession and create multiple benefits for the workforce and those who might need social work support.

The success of this campaign will be determined by the level of impact it has. In order to generate maximum impact, we want as many people as possible to see and engage with our message.

We’d welcome the support from others to share this important message to their audiences to widen the reach of this important campaign. Together we can change the script on social work.

Here are 6 ways you can get involved:

  • share within your organisation
  • share across your social channels
  • share, like and amplify Social Work England's campaign across Instagram, Twitter and LinkedIn
  • direct your audience to Social Work England's Change the Script campaign video
  • promote our messages across your channels. Examples include email, newsletters, website, apps and blogs
  • distribute the template press releases provided within this toolkit

In this toolkit

Download this toolkit (PDF)

Key messages

  • Social Work England – the regulator for the social work profession in England – has launched a new campaign, calling on the entertainment industry to Change the Script to more accurately reflect the reality of social work.

  • The Change the Script campaign, follows the release of research by YouGov, on behalf of Social Work England, which highlights perceptions of social work in society and amongst social workers themselves.

  • Media negativity, including representations of social workers in entertainment and the media, is a theme throughout. Social workers frequently play roles which might appear intrusive and neglectful, which leads to perceived negative outcomes for the people they’re supporting. These portrayals are often inaccurate, and many social workers believe the storylines are contributing to mounting recruitment and retention challenges in the profession.

  • The professional standards for social workers reflect the value and diversity of the social work practice and the positive impact they have on people’s lives, families and communities.

  • Change the Script aims to raise awareness of the consequences that negative depictions of social workers have on society and seeks to tell the real story of social work in an effort to transform opinions of the profession.

  • Find out more about social work and how you can support this campaign by visiting: https://www.socialworkengland.org.uk/about/about-social-work

Assets (images)

Assets you can download you and use

Single images

Instagram carousel (4 images)

How to download

  1. Click the link to open the image.
  2. Right-click (or hold down if using a phone) and select 'save'.

Example copy

Option 1

  • Join us in supporting @socialworkengland Change the Script campaign 🎬. Today marks the start of Social Work Week and the  launch of this crucial campaign that urges the entertainment industry to more accurately reflect the reality of social work in TV and film 🎥.
  • It’s time to #ChangeTheScript #SocialWorkWeek2024

Option 2

  • It's time for the entertainment industry to #ChangeTheScript around social work🎬 
  • Launching during Social Work Week, this campaign spearheaded by @socialworkengland, sheds light on the impact of negative depictions of social workers in TV and film. New research shows just how much media negativity influences public opinion of social work and the urgent need for change, with just 1 in 10 social workers believing their role is well-respected in society.
  • We're calling out to the entertainment industry to Change the Script Join us in urging filmmakers to accurately portray the role of social work within our society on the big and small screen 📺  #ChangeTheScript #SocialWorkWeek2024

Option 1

  • Proudly supporting Social Work England's Change the Script campaign 🎬. This Social Work Week, we're coming together to shed light on the importance of accurate portrayals of social work in the entertainment industry.
  • Negative depictions have far-reaching consequences such as mounting recruitment and retention challenges as well as impacting perceptions towards the profession, with just 10% of social workers believing their role is well-respected in society.
  • We’re joining Social Work England by calling on the entertainment industry to Change the Script for a more accurate portrayal of social work and to share the positive impact social workers have on people’s lives every day.
  • #ChangeTheScript #SocialWorkWeek2024

Option 2

  • This week marks Social Work Week and we're joining forces with Social Work England to #ChangeTheScript around social work🎬📺
  • New research shows just how much media negativity influences public opinion of social work and shows the urgent need for change. This campaign is a rallying cry to shed light on the repercussions of negative depictions of social workers in TV and film.  We're calling out to filmmakers to rewrite the narrative, break stereotypes, and showcase the real story of social work. 🙌
  • Now, more than ever, we urge the entertainment industry to join the movement and Change The Script. Let's boost recognition for the incredible work of our country's social workers and inspire a new wave of people to enter this essential field. #ChangeTheScript #SocialWorkWeek2024

Option 1

  • This week marks Social Work Week and it’s our pleasure to stand with @SocialWorkEngland in their campaign to Change the Script 🎬.
  • As the regulator for the social work profession in England, they're calling on the entertainment industry to more accurately reflect the reality of social work.
  • This is because the all-to-often inaccurate and damaging storylines around social work are contributing to mounting recruitment and retention challenges in the profession as well as impacting perceptions towards the profession, with just 10% of social workers believing their role is well-respected in society.
  • This important campaign seeks to shine a spotlight the repercussions of the often negative and inaccurate depictions of social work in TV and film and urges filmmakers and scriptwriters to embrace storylines that represent the real and positive impact of social work.
  • Let's work together to boost respect and understanding for our social workers.
  • Let’s #ChangeTheScript #SocialWorkWeek2024

Option 2

  • New research has revealed that just 1 in 10 social workers believe their role is well-respected in society.
  • That’s why we’re proud to support @SocialWorkEngland crucial campaign, Change The Script  - calling for the entertainment industry to #ChangeTheScript and reflect the real story of social work.
  • As the campaign gains momentum, during Social Work Week, we're shedding light on the impact of negative depictions of social workers in the media which contribute to misconceptions about the social work profession. This not only fuels recruitment and retention challenges but also influences public perceptions with social work found to be lagging well behind other healthcare professions when it comes to levels of respect.
  • These findings are concerning given that social work is a regulated profession and must adhere to professional standards that reflect the value and diversity of the social work practice. Not to mention, the positive impact social work has on people’s lives, families and communities.
  • Watch the real story of social work here: socialworkengland.org.uk/about/about-social-work and join us in our call to arms. Together we can Change The Script on social work #ChangeTheScript #SocialWorkWeek2024

Option 1

It's time for the entertainment industry to #ChangeTheScript around social work🎬📺  @SocialWorkEng Change The Script campaign sheds light on the impact of negative depictions of social workers in TV and film and we’re proud to join forces to share the real story of social work #SocialWorkWeek2024

Option 2

Proud to support @SocialWorkEng Change the Script campaign! 🎥 Let's break stereotypes and showcase the true impact of social work in TV and film. 💙 Launched during #SocialWorkWeek, this campaign addresses the consequences of media negativity. Time to rewrite the narrative and boost respect for our social workers! #ChangeTheScript #SocialWorkWeek2024

 

This Social Work Week, we are proud to support the Change the Script campaign from Social Work England, calling on the entertainment industry to more accurately reflect the reality of social work in TV and film.

This important campaign aims to raise awareness of the consequences that negative depictions of social workers have on society.

All too often, social workers are depicted in inaccurate and damaging roles within TV and film. It’s believed that this is contributing to mounting recruitment and retention challenges in the profession as well as having an impact on public perceptions with respect for social workers lagging well behind other, regulated, healthcare professions.

Recent research on the public perception of social work shows that media negativity, including misrepresentations of social workers, is a common theme throughout the findings as social workers believe the all-to-often inaccurate and damaging storylines are contributing to mounting recruitment and retention challenges in the profession. 

This does not reflect the real story of social work, and the millions of people they support every day.

Let's come together to Change the Script and share the real story of social work. 

Find out more about social work and how you can support
this campaign by visiting: https://www.socialworkengland.org.uk/about/about-social-work

close up of projector lense playing)

Short film

We have produced a short film telling the real story of social workers, from the perspective of the individuals they have supported. We would be grateful of your support in sharing this video with your audiences.

Watch the short film

Press release

[XXX/organisation] joins call to Change the Script on social work

xxx/organisation] is supporting Social Work England – the regulator for the social work profession in England – in their latest campaign, calling on the entertainment industry to Change the Script on social work.

Change the Script aims to raise awareness of the consequences that negative depictions of social workers have on society and urges TV and filmmakers for a more accurate portrayal of social work and to share more around the positive impact social workers have on people’s lives every day.

The campaign follows the release of two pieces of research by YouGov, on behalf of Social Work England that explores the perceptions of social work in society and how social workers themselves feel perceived by the public. Media negativity, including misrepresentations of social workers, is a common theme throughout the findings as social workers believe the all-to-often inaccurate and damaging storylines are contributing to mounting recruitment and retention challenges in the profession.

These misinformed storylines are also likely to have impacted perceptions towards the profession with just 10% of social workers believing their role is well-respected in society. Perceived levels of respect for social workers among the public were also found to come well behind the levels felt for other key health and social care professionals.

Social Work England’s Chief Executive, Colum Conway, said: 

“Despite how social workers are often portrayed in popular culture, our research tells us that the vast majority are proud to tell others about their job. They are highly-trained and regulated, ensuring high standards are maintained. But more than this, social workers are committed to making a positive change. Each year, they help millions of people to improve their chances in life. This is the story we want to tell through Change the Script we need TV and filmmakers to help us to accurately portray the great job social workers do, so that we can build trust and confidence in the profession.” 

XXX/organisation spokesperson, said: 

[Insert quote] 

It’s time to Change the Script on social work. Find out more about social work and how you can support this campaign by visiting: https://www.socialworkengland.org.uk/about/about-social-work

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