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27 Jan 2020

Careers in care

New campaign shows ‘There’s More to Care Than Caring’

An eight-week Scottish Government marketing campaign to attract more people to careers in adult social care ‘There’s More to Care than Caring’ launched today. We worked closely with Scottish Government and the campaign advisory group to develop the campaign which will be seen right across the country. 

‘There’s More to Care than Caring’ will drive awareness of the career options available, build the public’s appreciation of social care as a career and challenge negative perceptions by emphasising the positive and rewarding nature of adult social care. 

Health Secretary Jeane Freeman and Children and Young People Minister Maree Todd attended the campaign launch at community hub Tribe Porty in Portobello, Edinburgh where they met some of those featured.  

Outdoor poster advertising, radio and local media features, pop up stalls in shopping centres and railway stations across Scotland will be complemented by a campaign website with lots of information on starting a career.

Welcoming the campaign SSSC Chief Executive Lorraine Gray said: ‘This is a great campaign which will help attract more people to join the 200,000 people who already work in care in Scotland. 

‘Working in care is a rewarding and fulfilling job with opportunities to learn while you earn and gain nationally recognised qualifications. It really is life changing work.’ 

Values and motivation 

The campaign focuses on the motivations and values needed to work in adult social care and features mostly real people, in several different scenarios, using social services with some actors where required.  

Some of SSSC’s Career Ambassadors, Dementia Ambassadors and Dementia Champions will be out and about during the campaign sharing their stories and telling people what working in care is really like. 

The campaign also links to the SSSC’s career website which has lots of case studies from people working in the social services, information on qualifications and career pathways. Follow #lifechangingwork on social media to find out more. 

The stakeholder toolkit

To help promote the campaign a stakeholder toolkit has been developed. It includes:

  • more information about the campaign 
  • how you can help 
  • key messages 
  • campaign materials 
  • suggested social media posts. 

It is available as a pdf and also on the campaign website to help stakeholders promote the campaign through their own networks. 
You can find the stakeholder toolkit at 

There’s more to care than caring microsite 

The campaign microsite is an invaluable resource for those wanting to learn more about a career in adult social care. Visit  

Digital and physical campaign assets

To help promote the campaign and the recruitment message a digital toolkit, leaflets and posters are available to download here    

Contact information

Lorraine Wakefield
Communications Manager
Scottish Social Services Council