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The ads follow on from the agency's initial £1.5 million recruitment drive, spearheaded by the Department of Health, in October 2001.The second wave of the campaign again uses illustration and poetry portraying real-life cases of people whose lives are helped by social workers.

One execution features Errol, an elderly man who was granted his final wish - to die at home in his own bed - through the intervention of a social worker.

The campaign was written by Justin Hooper, art directed by Christian Cotterill and illustrated by David McKean. Media planning and buying is through MediaVest.