Social action innovations Bank

WeCare Wales, a campaign to attract professionals for Social Services
Wales (UK)

Communication campaign to increase public awareness of Social Services and attract 20,000 new people to work in this sector in the coming years.

In March 2019, Wales Social Services launched the WeCare Wales campaign, as part of a long-term strategy to increase the number of social workers in the next decade and to guarantee the quality Social Services. The campaign demonstrates the variety of roles and diversity of career advancement opportunities available in the industry, explains the skills and values needed, and emphasizes what makes professional work in this field rewarding and valuable through numerous testimonies of citizens who enjoy the benefits of Social Services.

Foto: WeCare Wales

Type of activity:

Temporary project


Wales (UK)

Partners / Funders:


A study by SkillsforCare estimated that by 2030 the number of social workers in the United Kingdom would have to increase by 21% to 44%. In Wales, the need to attract new professionals to the Social Services sector became more evident as in 2019, only 11% of social workers were under the age of 25, while 32% were over 50.

Implementation level:

The campaign is supported by the main Welsh social organizations as well as national recruitment and professional consulting agencies. A website has been created where professionals can access the job offers from public and private organizations in the social sector, while they can directly upload their job offers. The page also has numerous videos with real experiences of workers in the sector.

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