Care Can’t Wait: New campaign to change the story on adult social care will feature Shared Lives household

That household includes Beth and Craig, carers in their 30s; Mark, the man they support in his 60s; and their 18-month-old child. Mark spent much of his life in institutions due to undiagnosed learning difficulties. In 2021, he found a home with Beth and Craig through PSS Shared Lives. Over the past four years, he has become part of their family, taking part in everyday life, holidays, and celebrations.

Jess McGregor, incoming ADASS President and Executive Director of Adults and Health at Camden Council, launched the campaign at the Association’s Spring Seminar. She said: “Social care is about people – people living full, meaningful lives, not just surviving. 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.”

Polling shows public awareness and understanding of adult social care remains low. The campaign aims to change that by showing how social care supports millions of adults – including working-age disabled people and those with mental health challenges – to live life on their own terms.

By platforming people who draw on care and support, the campaign challenges outdated perceptions and shows the positive impact of high-quality social care. In the months ahead, it will share more stories from across the country, showing the diversity of care and the strength of those who use it – including the story of Beth, Craig, and Mark.

“This campaign is about changing hearts and minds,” said McGregor. “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.”

Ewan King, Chief Executive of Shared Lives Plus, said: “We’re really pleased to be supporting ADASS in the Care Can’t Wait campaign, because in Shared Lives we see the transformational impact that high-quality, person-centred care has every day—enabling people to live full, connected lives in their communities. This campaign also aligns closely with our Better, Now. vision, which calls for bold investment in local, relationship-based care models.”

As part of the campaign, ADASS is calling on members of the public to visit www.adass.org.uk/care-cant-wait and to:

• Watch and share the films across social media and with family and friends
• Sign the campaign hand raiser to support the campaign and receive updates on how to get involved.
• Talk about social care with friends, family and colleagues
• Champion reform by urging our leaders to improve and invest in adult social care and support.