A new national adult social care recruitment campaign has been launched to boost the adult social care workforce in England as part of a wider plan to attract more staff into the sector. The campaign, titled ‘Care for Others. Make a Difference’, will look to inspire the public to consider a career in social care. To help fill the recruitment gap, the Health and Social Care Secretary Matt Hancock and Care Minister Helen Whately launched the campaign to encourage the right people with the right values and attributes to consider a paid career in adult social care work. The campaign includes the new CARE brand for social care which symbolises the entire care profession – like the iconic and recognisable NHS logo. The brand aims to raise the profile of the care sector and allow businesses to show them the same appreciation as NHS workers.