Indeed the opposite is the case. It's an ageing profession. Most are in their 40s. Chris Genasi, chief executive of PR firm Weber Shandwick believes the social care industry needs to think about the type of people who represent them to the public and media. You do not want someone who looks like a character out of the Young Ones.
Image is important.
They need to look like people who are in touch with the popular values in society. He also says the profession should learn from charities such as Barnardo's, which is good at positioning itself as the champion of the people it seeks to protect. This is no easy task. Social workers are waiting to see this new government campaign in action. But whatever shape it takes, all agree that the DoH should prevent government ministers attacking social workers.