15 June 2026
by Rab Armour
Problem-led narratives prove unhelpful
New guidance aims to change the conversation on adult social care and support in Scotland.
A new set of practical communications guides launched this week aims to help organisations across Scotland strengthen public understanding of adult social care and support.
Developed through the Public Perceptions of Adult Social Care project at the University of Stirling, the guidance has been shaped through collaboration with more than 40 organisations and individuals from across the social care, disability, advocacy and policy sectors.
The guides respond to growing concerns that public conversations about social care and support are often dominated by stories of crisis, pressure and workforce shortages. While these challenges are real, research suggests that problem-only narratives can unintentionally reinforce fatalism and make meaningful change appear less achievable.
The new briefing series provides practical advice on how organisations can communicate about adult social care and support in ways that build understanding, highlight solutions and connect with shared values such as fairness, dignity and interdependence.
Richard Brunner of the University of Stirling, said: “The way we talk about social care and support matters because language shapes expectations. When social care is framed primarily as a crisis or a cost, it becomes harder to see it as a matter of rights, citizenship and inclusion.
“Public understanding shapes public support, political priorities and ultimately the reality of people's lives.”
How we talk about social care and support matters, Jennifer Wallace, also of the University of Stirling, said. She added: “These guides are designed to help organisations explain why social care and support matters to all of us and how change is possible.”
The guidance has been developed through a series of action learning groups, stakeholder workshops, one-to-one discussions and training sessions involving social care organisations, disabled people's organisations, people with lived experience and policy stakeholders.
Pioneering guidance aims to reframe adult social care approaches - TFN
The above information is from a Third Force News (TFN) Weekly Health & Social Care roundup Newsletter Wed 17/06/2026