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
Position social workers as the “helping profession.” Then tell real stories of lives turned around with the help of a social worker – everywhere from schools to senior centers to hospitals. With the first-ever consumer website promoting the good work of social workers, we’d let the world know “Help Starts Here.”

Results
For the first time, NASW’s 56 chapters have adopted one unified position and identity. In 2008, more than 300,000 unique visitors used the helpstartshere.org website