Keith Brumfitt, director of strategy at the Children's Workforce Development Council (CWDC), told CYP Now: "The celebrity side of the campaign is a warm-up but this campaign is going to go on for a couple of years.
"It is important the examples we use are grounded in reality and refer to the everyday jobs of social workers and the skills they use."
A new phase of the TV recruitment campaign will begin tomorrow (11 September), and will draw on the experiences of social workers and refer to the training and financial support that is available for those who want to enter the profession. It will inform the public of the social work reform programme led by CWDC to boost career opportunities for children and family social workers.
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