The ‘My Time to Care’ campaign was shot entirely in Somerset and stars local carers in six new videos being launched today (Monday, January 16).

Somerset Council has joined forces with the NHS and Registered Care Providers Association for the new campaign, which aims to empower carers and show how working in social care in Somerset is a respected, meaningful, and fun career choice.

Cllr Heather Shearer, Somerset Council Executive Lead Member for Adult Social Care, said:

For too long, social care has had an image problem, with carers often depicted as beneath the people they are caring for; helping people into chairs, bringing them tea and tablets, sitting on the floor beside them.

Though this seems subtle, it can influence the way both carers themselves and the wider world perceive the profession – especially when you compare this to the way other professions are presented.

Yet working in care requires tremendous resilience, strength, courage and selflessness – carers were among the great heroes of the pandemic, willing to put themselves at risk to care for other people. These videos and images were developed to show carers as they really are – strong, capable, resilient professionals who do fun, rewarding work which they passionately care about.

The campaign emphasises how a career in care in Somerset presents an opportunity to rebel and ‘break free from behind a desk’, embarking on a career filled with meaningful human interaction and job satisfaction. Each video is specifically tailored to target a different age group that may be interested in a career in care.

The Council has simplified the application process too. Anyone who is interested just has to visit and leave their details, and the team will get in contact with potentially suitable roles.

The recruitment campaign will be promoted on social media, in the local media, and with advertising across Somerset. A recruitment event is set to take place at Somerset County Cricket Club on Tuesday, February 7.

Mel Lock, Somerset Council’s Director of Adult Social Care, said:

A career in care in Somerset offers stability in a growing industry, and the chance for significant career progression. We are rightly proud of our care sector in Somerset.

We do need more care workers in Somerset to meet increasing demand whether that is helping the elderly or younger adults who need care support.

These videos show why Somerset is a fantastic place to work and show just how valued our care workers are here.

Victoria Downing-Burn, Director of Workforce Strategy, NHS Somerset said:

The NHS in Somerset is working closely with the council to support this campaign because we recognise how important it is to build a strong foundation of partnership working, collaboration and innovation to help us all demonstrate the value of the roles we have available to and to support the future of health and care in the county.

We know that working in health and care is an incredibly rewarding and fulfilling career and these films help highlight the wide range of amazing opportunities available in the care sector in Somerset. Roles such as these, not only provide an opportunity to harness passion, care and commitment, but they really make a true difference to the people they support.

The six ‘My Time to Care’ videos are available to watch here. Anyone interested in a career in care in Somerset is encouraged to visit


For further information, please contact the Press Office on 01823 355020 or email

Notes to Editors

 – The ‘My Time to Care’ videos were made in collaboration with Bristol-based brand agency Orca.

A picture of a woman looking into the camera, with the words my time to care and the Proud to care Somerset logo

About this article

February 8, 2023


Social Care