Mapping the Profession’s Future
Social Work Today
By Elizabeth J. Clark, PhD, ACSW, MPH
Vol. 4 No. 3 p. 10

Every year, Social Work Month provides a great opportunity for professional social workers to educate others about their work, value, and contributions to the communities in which they live. This year’s efforts are particularly important as we gear up for the launch of a national social work public education campaign, plan a celebration for the 50th anniversary of NASW’s founding, and chart the course for the convening of the Social Work Congress—all scheduled to occur in March 2005.

Social Work Congress
Over the years, I have had the privilege of participating in several issue-based congresses that helped shape the direction of national causes such as cancer survivorship, end-of-life care, and pain control. These invitation-only events allow organizations to bring together thought leaders on a specific issue in a focused way that makes more efficient use of conference time. The format also ensures the participation of the most diverse and accomplished mix of professionals working in a field of practice to help define imperatives that can be adopted and acted on at the grassroots level in more targeted ways.

We often talk among our specialty practice groups about issues facing the profession, but it’s time we have a more comprehensive discussion—across disciplines—about the future of social work. I don’t believe I’m an alarmist when I say that we are witnessing encroachment from multiple allied professions and are experiencing eroding respect in many influential circles. Now more than ever, it is crucial that we get the message out about the importance of social work or our licensing laws will continue to be challenged, social work salaries will stay depressed, and social work jobs will be the first to be eliminated when budgets are tight. If nothing else, we owe it to the next generation of trained social workers to leave a legacy as strong as the one we inherited.

It’s time we get clear about our role in society, articulate that position aggressively and consistently, and remind the world what a world without social workers would look like, which brings me to our developing national public education campaign. In December 2002, leaders from 46 of the 48 national social work organizations met to discuss key issues facing the profession: collaboration, influence, and image. The discussion about image ended in a clear recommendation for developing a national public education or “image” campaign. Since then, NASW—with the support of these organizations—has been working to research and plan the successful launch of this first-ever multimedia campaign for the social work profession.

National Social Work Public Education Campaign
Many social workers have asked me why we are pursuing a national campaign when several good local campaigns have already been developed—and could be adapted. Clearly, good public relations work has been done over the years at the national and local levels. However, we have come to realize that we’re fighting more than a lack of positive social work stories on the national evening news.

At many levels, we have allowed ourselves to be pigeonholed and marginalized by those who would like the rest of America to forget that there continues to be much suffering in this great country of ours. They would also like people to forget that individuals of all socioeconomic levels—our families, friends, coworkers, and neighbors—increasingly need help in navigating our country’s cumbersome and inadequate social support systems.

NASW hopes that the social work public education campaign will remind our nation and its leaders about how the social work profession helped make the United States a compassionate world leader in the last century and that social workers continue to advocate for social justice and provide necessary services for all citizens. Our ultimate goal is to reposition social workers as critical contributors, not just value-added resources, in the new millennium.

Right now, NASW is taking time to assess barriers and opportunities for the profession so that when the national campaign is launched—backed by hundreds of thousands of professional social workers—we will make the best and most compelling case for the “economics of social work.”

To be successful, our case must (a) engender new respect among influential allies, (b) promote salary and career advancement for the next generation of social work professionals, (c) build pride and interest among current social workers, and (d) make our profession more accessible and understandable to broader audiences.

I am aware that some colleagues are concerned that a professional image campaign is self-serving. We need to remember that when social workers advocate for themselves and the services they provide, we ultimately advocate for the people we serve. In essence, we fulfill our social justice mission by ensuring the longevity of the profession. Fortunately, we have recent examples of other professionals, such as the nation’s teachers and nurses, accomplishing similar goals through aggressive campaigns.

We know that the success of the public education campaign truly depends on the support and commitment of all facets of the social work community—individuals and organizations. Therefore, during this Social Work Month, we invite all professional social workers to consider how they will contribute to helping launch the public education campaign in 2005 and later championing the imperatives established by the Social Work Congress.

The groundwork has been laid, but the walls must still be erected. Will you be an important “building block” for the profession’s future? We’re counting on you.

For more information on the social work public education campaign, visit the NASW Foundation Web site at www.naswfoundation.org/imagecampaign/.

— Elizabeth J. Clark, PhD, ACSW, MPH, is the executive director of NASW.