Care Can't Wait: New Campaign to change the story on Adult Social Care

The Association of Directors of Adult Social Services (ADASS) has today launched a bold new public awareness campaign called Care Can’t Wait   to help change the way the public and politicians view adult social care and support.

The campaign will feature powerful short films and photography of people across England whose lives have been transformed by high-quality adult social care. These stories show how care enables people to live the lives they want in their homes and communities. 

Jess McGregor, incoming ADASS President and Executive Director of Adults and Health at Camden Council, launched the campaign at the Association’s annual conference Spring Seminar.

She said: “Social care is about people – people living full, meaningful lives, not just surviving. Good care supports people to do the things they love, to stay connected, and to be active members of their communities.

“But delays, underfunding, and misunderstanding are holding us back. Care can’t wait – and neither can the people who depend on it.”

Changing the narrative 

With public polling showing low public awareness and understanding of adult social care, this campaign aims to set the record straight by showing it in fact supports millions of adults, including working-age disabled people, people with mental health challenges enabling them to live their lives on their own terms.

By platforming people who draw on care and support and supporting them to tell their stories, the campaign challenges outdated perceptions and shows the positive impact high quality social care can have. 

The campaign launch features a film of Abbie-Jo Laurence, 36, from Wiltshire, who draws on care and support to live and work independently. She shares her personal experiences and hopes for a system that enables everyone to thrive.

Over the coming months, more stories will be shared from across the country, showing the diversity of care and the strength of the people who draw on it.

“I want people to see that social care isn’t something that happens to other people,” said Abbie-Jo.

“It could be you, your partner, your child, or your neighbour. We all deserve to live well – and care makes that possible.”

Engaging the public

“This campaign is about changing hearts and minds,” said McGregor. “We want to show the human impact of good care – and what’s at risk when it’s not available. These are real stories from real people, and they deserve to be heard.”

As part of the campaign, ADASS is calling on members of the public to visit www.adass.org.uk/care-cant-wait   and to:

• Watch and share the films across social media and with family and friends 
• Sign the campaign hand raiser to support the campaign and receive updates on how to get involved.
• Talk about social care with friends, family and colleagues 
• Champion reform by urging our leaders to improve and invest in adult social care and support. 

For further information, contact Vicky Smith, Communications and Public Affairs Officer at ADASS -  vicky.smith@adass.org.ukor call 020 7072 7430.