Four charities, Barnardo's, Age Concern, Mind and Macmillan Cancer Relief, have joined forces to address the negative stigma associated with social work. All four charities rely on social workers to help deliver their objectives, and the campaign aims to remind the public about the positive side of social work: helping elderly people, those with cancer and HIV, and homeless children. Ads were placed in national newspapers and London tube stations in May, and chief executives of the charities sent a letter to 500 newspapers in the UK reminding the public that it is not just local authorities which rely on social workers. The social work recruitment crisis is as high as 10 per cent in some areas of the country.

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