WIREDGOV

The adverts for the Children's Workforce Development Council's (CWDC) 'Be the difference' campaign won the copywriting prize at the Awards for National Newspaper Advertising (ANNA). The ANNAs are voted annually by the National Newspaper Association.

Created by Publicis, the newspaper adverts have played a key role in the recruitment campaign since launching in September, allowing social workers to tell their stories and helping to attract more then 45,000 people to register interest in the profession. The prose vividly shows how social workers use everyday objects in order to make vital breakthroughs with children and families.

Claire Chappell, head of communications at the Children's Workforce Development Council (CWDC), said: "This award is recognition for all the real life stories of social work out there coming from social workers who are doing their jobs every day. We are delighted the copy was crafted in such a way that really brought it to the public's attention."

Publicis' 'Be the difference' advertisments focus on seemingly ordinary household items including a kettle and bouncy ball which illustrate how social workers apply their training, skills and expertise to everyday objects to make major breakthroughs with their clients.

Adam Kean, Executive Creative Director at Publicis, said: "This has been a real labour of love. The words were chosen with the utmost care, and the tone was crucial. What social workers say, and how they say it, is everything, and we took our inspiration from them."

Nik Studzinski, ANNA judge, said: "This is not just a recruitment campaign it's an intelligent, thoughtful and thought-provoking recruitment campaign...it treats the reader with respect."

For further information please contact CWDC Press and PR Manager Leigh Dowd on 0113 3907658, or at leigh.dowd@cwdcouncil.org.uk

Editor's Notes
This press notice relates to 'England'

About CWDC

The Children's Workforce Development Council leads change so that the thousands of people working with children and young people across England are able to do the best job they possibly can. We want England's children and young people's workforce to be respected by peers and valued for the positive difference it makes to children, young people and their families. We advise and work in partnership with lots of different organisations and people who all want the lives of all children and young people to be healthy, happy and fulfilling. http://www.cwdcouncil.org.uk/

About the social work reform programme

CWDC's social work programme is a comprehensive three-year programme of activity that will drive and support improvements in the way social workers are recruited, trained and supported to work with children and families in England. CWDC's programme receives £32m of funding from the DCSF and tackles the significant challenges that face the children and families social work workforce today.

Government funding for children and families' social workers over the next two years now totals £109m.  This includes the £58m Social Work Transformation Fund for children's social work announced in May 2009.