"The social care sector has taken a beating lately and if anything is going to force us to truly understand the value of the service, it's this ad. The choice of celebrities was excellent and makes for an impactful and emotional spot. Let's hope the rally cry works." The ad was written and art directed by Kevin Colquhoun and Gregor Findlay and directed by Ben Quinn.
Kate Nettleton was moved by the latest ad promoting social care workers, created in-house by COI: