Change the script: campaign toolkit
This toolkit is for those who want to support the Change the Script campaign.
Who is this toolkit for?
This toolkit is for people and organisations who can support the Change the Script campaign by promoting campaign content and messages.
Our goal is to transform how social work is viewed in society by telling the story of the impact social workers make to millions of lives, every day. You can help us to achieve this by sharing content that tells the real story of social work on your channels.
Together we can Change the Script about social work.
Change the script: campaign toolkit
In May 2025, Social Work England launched the next stage of its national campaign – Change the Script – to transform society's perception of social work.
The initiative features real stories from people who benefit from social workers' support, including a short film with award-winning author and foster carer Beth Moran.
We also collaborated with social workers, people with lived experience of social work and national social work organisations to develop a guide for anyone who communicates about social work - charities, local authorities, media and entertainment industries - ensuring authentic representation.
We’ve created this toolkit to support organisations and individuals to promote campaign content through their platforms.
With your support, together, we can Change the Script about social work.
Here are 6 ways you can get involved:
- share and like Social Work England’s Change the Script social posts on Instagram, X, and LinkedIn
- include the campaign video on your website
- if you have social media channels, share the posts in this toolkit or create your own
- consider sharing details of the campaign within your organisation; for example, in a staff meeting or an intranet article
- share the reframing guide with anyone you know who may talk or write about social work
- include a mention of the campaign on your website, including a link to our Social Work England page
Key messages
- Social Work England – the regulator for the social work profession in England – has launched its latest Change the Script campaign, which aims to tackle damaging stories about social work by sharing real experiences of the positive impact social workers have on people’s lives.
- The Change the Script campaign was launched following research by YouGov, on behalf of Social Work England, which highlights perceptions of social work in society and amongst social workers themselves.
- Social workers protect, listen to, support and empower people to improve their chances in life, yet the way people talk and write about social work doesn’t always reflect this.
- There’s a perception that social work isn’t respected in society, and the media often shows the profession in a negative light. This can make it harder for social workers to do their jobs and contributes to recruitment and retention challenges in the profession.
- Social workers are regulated, like other important professions including doctors, nurses and solicitors. This means social workers in England must have a recognised qualification, meet professional standards which reflect the value and diversity of social work practice, and be registered with Social Work England.
- There’s a perception that social work isn’t respected in society, and the media often shows the profession in a negative light. This can make it harder for social workers to do their jobs and contributes to recruitment and retention challenges in the profession.
- Social workers are regulated, like other important professions including doctors, nurses and solicitors. This means social workers in England must have a recognised qualification, meet professional standards which reflect the value and diversity of social work practice, and be registered with Social Work England.
- Find out more about social work and how you can support this campaign by visiting: https://www.socialworkengland.org.uk/about/about-social-work
Copy and graphics for your to use on your channels
We've provided copy and graphics for you to use on your organisation’s or personal social channels.
Individual social media case study graphics
The following images can be used individually or as a carousel on social channels.
- Beth Moran, author and foster carer image
- Clair, social worker with lived experience image
- Lilly, social worker image
- Ken, lived experience of social work image
Campaign social media graphics to use
The following graphics can be used individually or as a carousel on social channels.
- "We're supporting" image (yellow)
- "We're supporting" image (teal)
- "It's time to change the script" image
How to download
- Click the link to open the image.
- Right-click (or hold down if using a phone) and select 'save'.
Example copy
Option 1
- Join us in supporting the #ChangeTheScript campaign by @socialworkengland - this important campaign aims to boost positive perceptions of social workers in society by sharing the real story of social work.
- It’s time to #ChangeTheScript and tell the real story of social work.
Option 2
- A new film has been released as part of the #ChangeTheScript campaign by @socialworkengland - featuring award-winning author Beth Moran meeting social workers and people they’ve supported to tell the real story of social work. You can watch it here: https://youtu.be/GYvmqU9_7mA.
- For anyone with an interest in social work – from charities to public services and social workers themselves – take a look at the reframing guide by @socialworkengland and use it to tell the real story of social work. Together we can #ChangeTheScript on social work.
Option 1
- Proudly supporting the #ChangeTheScript campaign by Social Work England. We’re coming together to shine a light on the real story of social work.
- A new film has been released as part of the #ChangeTheScript campaign by Social Work England, featuring award-winning author Beth Moran meeting social workers and people they’ve supported to tell the real story of social work. Watch it here: https://youtu.be/GYvmqU9_7mA.
- We’re joining Social Work England in sharing the real story of social work, aiming to boost positive perceptions of the profession across society.
Option 2
- We’re joining forces with Social Work England to #ChangeTheScript about social work by sharing the real story of the profession.
- Social Work England has launched the next stage of its national campaign - #ChangeTheScript – as new research shows that 44% of adults believe social workers are not respected in society.
- For anyone with a stake in social work – from charities to public services and social workers themselves – take a look at the reframing guide by Social Work England and use it to tell the real story of the profession. Together we can #ChangeTheScript on social work.
- Let’s come together to #ChangeTheScript and share the real story of social work.
Option 1
- We’re proud to support the #ChangeTheScript campaign by @socialworkengland, by sharing the real story of the profession.
- This important campaign aims to challenge social work’s long-held negative public image, which has a harmful impact on social workers and the people they support. Studies show that such views can make it harder for social workers to do their jobs and contributes to recruitment and retention challenges.
- Social work plays a vital role in society, protecting, empowering and supporting people to improve their chances in life. This is the story we want the nation to tell about social work and we have a huge opportunity to do that through this @socialworkengland campaign.
- A new film has been released as part of the #ChangeTheScript campaign by @socialworkengland, featuring award-winning author Beth Moran meeting social workers and people they’ve supported to tell the real story of social work. Watch it here: https://youtu.be/GYvmqU9_7mA.
- Let’s #ChangeTheScript and share the real story of social work.
Option 2
- New research by @socialworkengland has revealed that 44% of adults believe social workers are not respected in society.
- Such negative perceptions are often driven by portrayals of social work in the media, with 46% of people saying the media influences their views and 36% believing media depictions of social work to be negative.
- This does not reflect the real story of social work, and the millions of people social workers support every day.
- That’s why we’re proud to support the #ChangeTheScript campaign by @socialworkengland which aims to boost positive perceptions of social workers across society by sharing the real story of the profession.
- For anyone who talks or writes about social work - from charities to screenwriters – take a look at the @socialworkengland reframing guide
- Together we can #ChangeTheScript on social work.
Option 1
- The #ChangeTheScript campaign by @SocialWorkEng aims to boost positive perceptions of social workers across society by sharing the real story of the profession.
- Watch the real story of social work here: https://youtu.be/GYvmqU9_7mA
- Let's come together to Change the Script and share the real story of social work.
- #ChangeTheScript
Option 2
- Proud to support the #ChangeTheScript campaign by @SocialWorkEng.
- Together, we can Change the Script on social work by sharing the real story of the profession #ChangeTheScript.
We’re proud to support the next stage of Social Work England’s Change the Script campaign, aiming to boost positive perceptions of social workers across society by sharing the real story of the profession. This important campaign aims to challenge social work’s long-held negative public image, which has a harmful impact on social workers and the people they support. Studies show that such views can make it harder for social workers to do their jobs and contribute to recruitment and retention challenges.
Social work plays a vital role in society, protecting, empowering and supporting people to improve their chances in life. This is the story we want the nation to tell about social work and we have a huge opportunity to do that through this campaign.
New research finds that 44% of adults believe social workers are not respected in society. Such negative perceptions are often driven by portrayals of social work in the media, with 46% of people saying the media influences their views and 36% believing media depictions of social work to be negative.
This doesn’t reflect the real story of social work, and the millions of people social workers support every day. Let's come together to Change the Script and share the real story of social work.
To find out more about Change the Script, visit: https://www.socialworkengland.org.uk/about/change-the-script/
Campaign film to share
A new film has been released as part of Social Work England’s Change the Script campaign, featuring award-winning author Beth Moran – who is also a foster carer – meeting social workers and people they’ve supported to tell the real story of social work.
This follows research from Social Work England which shows that more than half (54%) of adults say positive stories of people that social workers have supported would improve understanding and perceptions of the profession.
You can view and share the new film from Social Work England’s social pages across Instagram, X, and LinkedIn, or by directing to our website.
This video has optional captions. Press ‘play’ and select the captions icon on the video to turn them on and off. You can also embed this video on your digital platforms using a YouTube link.
Reframing guide
The Change the Script campaign brought together social workers, national organisations and people who have experienced social work to create a reframing guide. This tool aims to transform how people and organisations - including charities, public services and schools - write and talk about social work.
The new guide includes recommendations on:
- aligning social workers with other regulated professions
- communicating the breadth of the role
- focusing on what social workers give rather than what they supposedly take away.
The guide aims to set a new narrative for social work that:
- builds more accurate and balanced views
- improves public understanding of the profession
- recognises the positive impact social work makes to millions of people every day
For anyone with an interest in social work – from charities to public services and social workers themselves – we encourage you to use the guide. Collectively, we can Change the Script on social work by sharing the real story of the profession.