If you look in the jobs section of Community Care magazine you’ll see a lot of ads all, more or less, on the same theme. Come to x,y,z to work because a/ we are three-star, b/ housing is cheap, c/ no stress, just rolling fields (even if it’s for an inner city sometimes!) And the pics of children, families, disabled people are supposedly providing the background to why you should work for that authority. As a former social worker, I’m sure service users and practioners will agree that social care is not all ‘smiley, touchy, feely’. It’s often about the struggle to survive, be it through poverty, disability or a thousand other reasons. So let’s get real you design and PR agencies serving local authorities. Tell it as it is, and less of the rolling fields.