Reframing public perceptions of adult social care in Scotland
Our Vision
This 12-month Demonstrator project 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:
Why This Matters
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.
Our Approach
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.
Expected Outputs
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].
Project Team
Richard Brunner
SENIOR STRATEGIC IMPROVEMENT COACH (STIRLING UNIVERSITY)
In 2023-24 I co-led an IMPACT Demonstrator on improving the wellbeing of Personal Assistants to disabled people in Scotland. Alongside my work at IMPACT, I also work at the Centre for Disability Research at University of Glasgow where I conduct collaborative research about the barriers to independent living experienced by disabled people, and support Glasgow Disability Alliance with collating evidence about ‘future visions for social care’.
Jennifer Wallace
SENIOR STRATEGIC IMPROVEMENT COACH (sTIRLING uNIVERSITY)
I am passionate about putting knowledge in the hands of people who can use it to improve lives, the IMPACT model is a fantastic example of doing this at scale. I have worked for over twenty years in the public and voluntary sector as a policy analyst where I specialise in working with stakeholders across professional boundaries to achieve sustainable change.