Reframing public perceptions of adult social care in Scotland

Richard Brunner: Public perceptions of adult social care are often reported as poor. Multiple government and independent stakeholders point to this as both a cause and a consequence of underfunding for the sector. Our 12-month Demonstrator, led by Jen Wallace and I, in partnership with Scottish Care and with the engagement of Frameworks UK, aims to work with strategic social care stakeholders in Scotland to produce evidence-informed and values-based tools to reframe public perceptions of adult social care in Scotland. This initiative ultimately aims to foster a climate of understanding, respect, and policy alignment that will improve the lives of people that use adult social care in Scotland. 

Jen Wallace: Public perceptions of adult social care are often misunderstood, undermining its critical role and value to individuals and society. These misconceptions can limit advocacy, funding, and support for much-needed reforms. This project, supported by Scottish Care, seeks to address these issues by fostering a more informed, respectful, and positive understanding of social care. 

Adult social care is a cornerstone of Scotland’s social support system, at its best enabling older people and disabled people to live independent, dignified lives. Despite this, it is too often perceived as a financial burden rather than an investment in human rights and wellbeing. Shifting these narratives is essential to creating a climate that values social care and champions its reform. 

The project adopts an evidence-based, strategic approach informed by the Feeley Review of adult social care in Scotland (2021) and innovative work by Frameworks UK. Key elements include: 

• Developing Positive Frames: Working with Frameworks UK and key social care stakeholders to explore narratives that ‘shift the paradigm’ and challenge existing narratives about social care to maximise its potential for the future. 

• Engaging Stakeholders: Bringing together a diverse, strategic group, including user-led groups, umbrella organisations, providers, Scottish Government and media professionals, to co-develop these narratives. 

• Providing Practical Resources: Producing guidance and tools for organisations to adopt and amplify these new narratives in their communications. 

This Demonstrator seeks to support strategic social care stakeholders in Scotland to develop a new narrative for adult social care. This follows a central theme of the Feeley Review of Adult Social Care in Scotland to ‘shift the paradigm’ (2021, p.4). This means moving from ‘old thinking’ – viewing social care as a burden on society – to ‘new thinking,’ which recognises social care as an investment to enable rights and support independent living. This change in narratives should support social care to maximise its future potential for Scotland.  

By bringing key partners and experts together to work on how to reframe perceptions of adult social care, the Demonstrator seeks to contribute to longer-term outcomes: 

• Strengthening public and policy support for investment in social care. 

• Promote greater respect for those who use care services and for care workers. 

• Cultivate a shared public understanding of social care as a societal responsibility. 

Drawing on the expertise of FrameWorks UK, Scottish Care and other partners, by the end of the Demonstrator in August 2025, we expect to produce a comprehensive report outlining framing strategies to influence public perceptions of adult social care, along with practical tools and guidance for stakeholders. These resources will empower organisations to communicate a new narrative effectively, seeking to achieve a climate of understanding, respect, and policy alignment that will improve the lives of people that use adult social care.  

Join us in transforming the story of adult social care. Contact us at: [email protected] and [email protected].