Scope
Reference
SWE10539
Description
Building on phases 1 and 2 of the Change the Script campaign, which reached 52 million people, this third phase tackles low public respect and misconceptions about social work's professional status. Market research after phase 2 showed significant positive shifts in perceptions, including a 279% increase in people recognising that social workers empower others.
This phase will spotlight social workers in settings not typically associated with the profession, such as hospitals, demonstrating social work's vital role across society. The campaign objective is to increase public understanding, recognition and trust of social work as a regulated profession, aligning with Social Work England's strategic aims to maintain public confidence.
While not directly a recruitment or retention campaign, by shifting perceptions the initiative creates a more positive environment that may influence career consideration and professional retention.
Using GCS evaluation methodology and the bi-annual social work survey, the campaign will measure shifts in public understanding and professional sentiment.
Contract 1. Change the Script 3
Supplier
Contract value
- £72,454 excluding VAT
- £86,944.80 including VAT
Below the relevant threshold
Earliest date the contract will be signed
3 December 2025
Contract dates (estimated)
- 3 December 2025 to 30 June 2026
- 6 months, 29 days
Main procurement category
Services
CPV classifications
- 79340000 - Advertising and marketing services
Contract locations
- UKC - North East (England)
- UKD - North West (England)
- UKE - Yorkshire and the Humber
- UKF - East Midlands (England)
- UKG - West Midlands (England)
- UKH - East of England
- UKI - London
- UKJ - South East (England)
- UKK - South West (England)
Procedure
Procedure type
Below threshold - without competition
Supplier
KINDRED AGENCY LIMITED
- Companies House: 07387574
- Public Procurement Organisation Number: PGHX-9625-YMHV
C/O Sedulo London Office 605, Albert House, 256-260 Old Street
London, United Kingdom
EC1V 9DD
United Kingdom
Email: kindrednewbiz@kindredagency.com
Website: https://kindredagency.com/
Region: UKI43 - Haringey and Islington
Small or medium-sized enterprise (SME): Yes
Voluntary, community or social enterprise (VCSE): No
Contract 1. Change the Script 3
Contracting authority
Social Work England
- Public Procurement Organisation Number: PZYZ-1666-HXBQ
1 North Bank, Blonk Street
Sheffield
S3 8JY
United Kingdom
Contact name: Wayne Kehoe
Email: tenders@socialworkengland.org.uk
Website: https://www.socialworkengland.org.uk/
Region: UKE32 - Sheffield
Organisation type: Public authority - central government