A marketing campaign has launched to support the recruitment of more adult social care workers in Scotland in an attempt to address the high level of vacancies.

Running across radio, outdoor and digital advertising, the campaign will raise awareness of the career opportunities available in adult social care and encourage people to apply.

The ‘there is more to care than caring’ campaign highlights the important work done by adult social care workers.

The campaign is part of a commitment by the Scottish government to attract more people to work in adult social care, retain existing staff and raise its status as a profession.

During a visit to Leuchie House, in North Berwick, which supports people affected by stroke, multiple sclerosis and neurological conditions, social care minister Kevin Stewart said: “Working in adult social care can be challenging but offers the opportunity to have a hugely positive impact on people’s lives on a daily basis.

“We are increasing pay, improving terms and conditions in the sector, and developing clear career pathways for the workforce, ahead of the introduction of the National Care Service. This will lead to more rewarding roles for the existing adult social care workforce, and for new entrants to the profession.

“This campaign highlights that while relevant experience can help, it is core interpersonal skills such as communication, compassion, empathy and respect that are most highly valued. If these are skills you possess then adult social care could be the career for you.”