Shrewsbury, Shropshire – The Association of Directors of Adult Social Services (ADASS) has launched a groundbreaking public awareness campaign titled "Care Can’t Wait," aimed at reshaping public and political perceptions of adult social care and support.
Coverage Care, a leading provider of adult social care services, has announced its support for this initiative.
The campaign, unveiled at ADASS's annual Spring Seminar by incoming President Jess McGregor, Executive Director of Adults and Health at Camden Council, features compelling short films and photography showcasing individuals across England whose lives have been profoundly impacted by high-quality adult social care. These narratives highlight how care empowers people to live fulfilling lives within their homes and communities.
"Social care is about people – people living full, meaningful lives, not just surviving," McGregor emphasized. "Good care supports people to do the things they love, to stay connected, and to be active members of their communities. But delays, underfunding, and misunderstanding are holding us back. Care can’t wait – and neither can the people who depend on it."
The campaign seeks to change the narrative around adult social care, addressing the low public awareness and understanding revealed by recent polling. It aims to demonstrate that adult social care supports millions of adults, including working-age disabled individuals and those with mental health challenges, enabling them to live independently and on their own terms.
One of the campaign's highlights is a film featuring Abbie-Jo Laurence, 36, from Wiltshire, who relies on care and support to live and work independently. Laurence shares her personal experiences and aspirations for a system that allows everyone to thrive. "I want people to see that social care isn’t something that happens to other people," she said. "It could be you, your partner, your child, or your neighbour. We all deserve to live well – and care makes that possible."
Over the coming months, the campaign will share more stories from across the country, showcasing the diversity of care and the resilience of those who benefit from it.
"This campaign is about changing hearts and minds," McGregor stated. "We want to show the human impact of good care – and what’s at risk when it’s not available. These are real stories from real people, and they deserve to be heard."
ADASS is calling on the public to engage with the campaign by visiting www.adass.org.uk/care-cant-wait and:
- Watching and sharing the films on social media and with family and friends
- Signing the campaign hand raiser to support the initiative and receive updates on how to get involved
- Discussing social care with friends, family, and colleagues
- Advocating for reform by urging leaders to improve and invest in adult social care and support
Coverage Care's endorsement of the "Care Can’t Wait" campaign underscores its commitment to enhancing the quality of life for those who rely on adult social care services.
