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Social care to become lifestyle brand


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Thursday, 16 April 2020

Social care to become lifestyle brand

Social care is to get a new brand identity as the government seeks to reverse the perception that it is the poor relation of the NHS.

The government is promising to invest millions in creating “brand equity” for care services to rival the internationally recognised NHS brand.

Minister for Health and the Other Thing Matt Hancock said:

“Some people have wrongly assumed that years of underfunding of social care and the chronic deterioration of services reflect a lack of commitment to PR and marketing on the part of this government. Nothing could be further from the truth.

“Even second-class citizens deserve a first-rate logo.”

Five-pillar plan

Mr Hancock promised a five-pillar plan to ensure that the social care brand has the same perceived value and global recognition as the NHS.

Key measures will include:

  • A refresh of the “care” brand starting with the immediate use of an initial capital letter in all marketing communications
  • Development of a new brand architecture including a distinctive logo and hashtag for use in social media
  • A new statutory Duty to Recognise that makes it a criminal offence not to pay lip-service to social care in press releases and official documents
  • A national awareness drive to stop seeing people who are poor, vulnerable or in need as problems and reposition them as brand assets.

National celebration

As part of a national programme of events designed to build brand recognition Mr Hancock announced that he has asked musical theatre impresario Cameron Mackintosh to work with other leading figures in the entertainment industry to develop a “care celebration” similar to the NHS tribute in the opening ceremony of the London Olympics of 2012.

It will feature dancing social workers and a musical pageant in which directors of adult social services stage mock budget battles with local authority housing officers.  A newly commissioned Compassion Symphony with a score by Sir Andrew Lloyd Webber and Sir Elton John will be performed by the Royal Philharmonic Orchestra and surviving members of the Rolling Stones.

Lifestyle brand

Mr Hancock said: “Thanks to successive Conservative governments demand for social care has never been higher, but I’m aware that the sector has sometimes had the feeling that it didn’t get the recognition it deserved. We’re going to change all that with our plan to transform social care into a global lifestyle brand along the lines of Nike or Apple.”

Editor: NHS Networks


Anonymous says:
Apr 17, 2020 09:35 AM

Please don't ever stop blogging, your wit and insight are the highlight of my week. If you get any funnier I will have to buy shares in Tena Lady (although other brands are available).

Anonymous says:
Apr 17, 2020 09:35 AM

Do not need to invent a Brand. just scrap the Social Care Act 2012 that split the services between NHS and social Care. They should be together and under government funding. We never hear of anyone from Department of Health says any thing during Covid-19 outbreak. We have Provider for this and that. Stops outsourcing when we all know it does not work. The whole health and Social Care has become so fragmented. All care staff should be under the same Band for pay so it does not matter where you work you are equal> Hope something come out positive after Covid-19. NHS and all the care providers not only Consultants, doctor and nurses will still be remembered and valued as much after Covid-19 and not only during saving life. Hope NHS is not going to be privatised to pay for the expenses??? Stops PFI - can government pay off all NHS debts and back to basic where we care about people and not targets or statistic. Matt Hancock does not need a new `Brand`. Songs and dances and clapping are nice gestures but do not pay your bills or make them any less stressed if NHS is short of funding and staff to look after the patients!!! We have the best NHS that is the envy of other nations but we want to get rid of it. Try to make it work. It is possible if the power wants to do it. Why give away profit to private providers. Why not open the hospital longer. It will worth the overtime payment both to the government and the staff who would appreciate any extra earnings. Can only hope for the good old days - not perfect but still better than now. I have been working for NHS since 1970. Have noticed the deterioration in staff morale and pride.!!

Julian Patterson
Julian Patterson says:
Apr 17, 2020 10:46 AM

People have been objecting for years about the difficulty of combining a tax-funded service (NHS) with a means-tested one (social care) but perhaps if any good comes from the pandemic it will be that we discover that previously insurmountable obstacles are surmountable after all. Thanks for your comment

Anonymous says:
Apr 17, 2020 03:39 PM

I sent this to a social care colleague their response

"That really made me laugh. Thank you. What makes me sad is that even a satirical jibe in support of social care (thank you NHS) reveals the NHS' own weakness. It still hasn't cottoned on to the fact that social care doesn't just mean social workers and local authorities."

Julian Patterson
Julian Patterson says:
Apr 17, 2020 03:55 PM

A very fair point (and thank your colleague for making it). I can't speak for the NHS but I agree that lack of understanding of what social care really does and means is probably rife. Perhaps instead of "recognising" social care's contribution through a "brand" - and I hope you and your colleague realise that the satirical jibe was prompted by a real DHSC press release - we need to be working on recognition in the wider sense

Anonymous says:
Apr 17, 2020 04:26 PM

agreed (and that's before we start talking about the VCSE sector) - & yes got the DHSC link - the first of these blogs that I read was so close to the CCG email I had just received I nearly had a Spinal Tap moment.

Jenny Newman
Jenny Newman says:
May 15, 2020 09:18 AM

When is the next blog planned? I've missed this 'W1A' humour. Another one soon please?

John Hudson
John Hudson says:
Aug 01, 2020 02:49 PM

I've not seen anything from Julian Patterson since April 2020. This man is a national asset - I do hope he is ok. Please resume this highly valued national institution; the blog has become irredeemably dull without his thought-provoking contributions.