Image: Istock

Adult social care: the importance of human storytelling

A new campaign is striving for ambitious reform of the adult social care sector by focusing on the individuals behind the data

HEALTH, CARE & SUPPORT

Nina Cilins


Project Consultant, Campbell Tickell

Nina Cilins


Project Consultant, Campbell Tickell

Issue 78 | June 2025

At the end of April, I attended the ADASS (Association of Directors of Adult Social Services) Spring Seminar, an incredibly enriching experience where I got to meet and talk to people working in adult social care across the country.

I heard inspiring stories first-hand from people with lived experience, gaining valuable insights into their views on the state of the sector and how it can be improved. These conversations highlighted the importance of storytelling, humanising data to provide insight, and co-production in driving meaningful change.

Key messages

Here are some of the key takeaway messages that were shared during the event:

  • We are all storytellers and it is by sharing the stories of people that we can push for change on a big scale. The power of storytelling cannot be overestimated; it is through these narratives that we can truly understand and advocate for the needs of individuals and communities.
  • When using data to share insight, we must remember the lives and stories sitting behind the numbers. Data is a powerful tool, but it is essential to humanise it by acknowledging the real people it represents. It is our duty to ensure that our insights are not just numbers on a page, but meaningful reflections of human experiences.
  • The importance of putting people first cannot be overstated. Meaningful collaboration at every stage is crucial. It’s about giving people their voice and building change with them, not for them. This approach ensures that the solutions we create for the sector are truly reflective of the needs and aspirations of those we support.
  • Having a strength-based approach is vital. We should focus on what’s strong, not what’s wrong. By highlighting and building on the strengths of individuals and communities, we can inspire resilience and empowerment.
  • Language matters in changing the misconceptions of what adult social care is to the public. A simple change of wording, such as “people drawing on the system”, instead of “people relying on support”, can give people their agency and dignity back. Adult social care is not simply about supporting the weak and vulnerable, or the older generation, it is about ensuring everyone gets access to a good quality of life and the best possible outcomes.
  • Building a system that is fit for purpose and future-proof is essential. Relying on Tech Enabled Care (TEC) in the right way can enable more human connection, not replace it. Technology should be a tool that enhances our ability to connect and care for one another, not a substitute for human interaction.
0%

four in five of us will need adult social care in our lifetime

adults in England are waiting for adult social care

people in England are unpaid carers

New campaign

ADASS used this event to officially launch its Care Can't Wait - ADASS campaign, striving for ambitious reform and proper investment into the adult social care sector nationally.

This initiative is particularly timely with the Casey Commission currently investigating the challenges faced by the sector, with aims to provide recommendations for the creation of a national care service like the NHS, with the first phase report of the commission’s work expected in 2026.

When four in five of us will need adult social care in our lifetime, the ADASS conference was a powerful reminder of the potential of social care work to ensure everyone can live a good life. I am inspired to continue advocating for a more human-centred approach in all the positive and important work that we do at Campbell Tickell.

To discuss this article, click here to email Annie Field or Jon Slade

Share this page

To discuss this article, click here to email Liz Zacharias

Share this page

A young man in a wheelchair chats to a friend

Housing for people with disabilities

Read more

Developing an inclusive housing pipeline

Read more