Overview
Misunderstood, undervalued and underappreciated. That was the plight of the country’s more than 600,000 social workers. America needed to understand the critical role social workers play.

Insight
“Social workers only work in child welfare agencies” was the perception revealed through research. The real truth about the breadth and depth of the profession was eye-opening to people.

Approach
Focusing on Sandwich Generation Women who are primary healthcare decision-makers for the family, we positioned social workers as the “helping profession.” then told real stories of lives turned around with the help of a social worker—everywhere from schools to senior centers to hospitals. We let the world know “Help Starts Here.”

Results
For the first time, NASW’s 56 chapters have adopted one unified position and identity. The campaign debuted in national magazines with a call-to-action to visit HelpStartsHere.org, the first-ever consumer website promoting all the good social workers do. The website now averages more than 82,000 visitors per month.