Blogs
- New guidance aims to change the conversation on adult social care and support in Scotland (June 2026)
- Social Care and the 2026 Scottish Parliament Election: High Public Concern, Low Political Visibility (April 2026)
- What is social about care? (February 2026)
- Building Momentum: Changing the Narrative on Adult Social Care in Scotland (October 2025)
Practical guides
Phase 1: Clarify the story you want to tell
Before we can change public perceptions, we need to be clear about the story we are telling. This briefing explores how to identify your audience, connect with shared values and explain social care and support in ways that build understanding and engagement.
Phase 2: Build the argument
Once your audience understands why social care and support matters, the next step is to build a clear and convincing argument for change. This briefing explores how to explain problems, present solutions and avoid common framing traps that can unintentionally reinforce stigma, fatalism or misunderstanding.
Phase 3: Deliver and learn
Even strong messages need the right messengers, channels and opportunities to succeed. This briefing explores how to communicate strategically, test messages with different audiences and learn from experience to strengthen your impact over time.
Reports
Briefing (2026): Social Care, Public Opinion and Elections
A short briefing paper summarising our learning so far in the context of the forth coming Scottish Parliament election.
Discussion paper (2025): Influencing public perceptions of adult social care in Scotland
Summarises what we know about public attitudes, sets out a recommended framing approach and proposes how to test impact over time.
Evidence review (2024): Changing Perceptions of Social Care
A rapid evidence review of public perceptions and framing of adult social care, including learning from England and beyond.