SOCIAL WORK REINVESTMENT

The Public Image Campaign began in 2005 when National NASW set out to accomplish the following goals:

• To increase awareness and respect for the social work profession;
• Educate the public on the practice of social work;
• Educate the public on how social workers benefit all people;
• Recruitment into the profession; and
• Improve employment opportunities for the profession.

This process, to change perceptions and behaviors towards the profession, requires patience and perseverance. The Campaign is focusing attention on the American population, including media, policy makers, employers, and social workers.

The idea for the Campaign stemmed out of work National NASW completed with Crosby Marketing Communications. Focus groups were held with the general public to identify their perception of social workers. Researchers found that people held social workers in high esteem. The participants identified social workers as working under intense pressure and are underpaid for the difficult work they perform. Most people only identified social workers as working in child welfare and government agencies that only assist disadvantaged individuals and families.

In order for this perception to change, National NASW has launched the Public Image Campaign to address the general public’s view of the profession. This includes media outlets, such as magazines, public service announcements, billboards, and newspaper ads, to name a few. Information is distributed to provide education for Americans about the many ways social workers can influence their lives.

The message being delivered cannot be done without your help! Donations are being accepted to help fund this national effort, as well as the Iowa Chapter’s local efforts. In Iowa, a task force has been formed to advance this work and spread the word of the profession to all Iowans. If you would like to donate to the campaign or take part in efforts to spread the word in Iowa, please contact the chapter office at nasw@iowanasw.org or 515/277-1117.

National Public Image Campaign Web Site

The Public Image Campaign was responsible for developing the “Social Worker – Help Starts Here” web site. The web site is a tool for consumers to locate social workers in their area. To access the web site, click here

NASW - Iowa Chapter
4211 Grand Avenue, Level 3 Des Moines, Iowa, 50312
Phone: 515/277-1117 Facsimile: 515/277-2277
E-mail: nasw@iowanasw.org