A CARE home boss has launched a campaign aimed at tackling the dwindling number of local care workers.

Maggie Martin, who runs the Ascot, Camberley and Wokingham office of home care providers, Home Instead Senior Care, is raising awareness with the hopes of banishing the pre-conceived ideas of caring.

The campaign will focus on what caring is really about, while informing people about the rewarding aspects that it brings about to all parties.

According to Skills for Care, the strategic body for workforce development in adult social care in England, there are approximately 90,000 vacancies in the social care sector at any given time.

Speaking about the campaign launch, Ms Martin, said: “We want to show people the human stories, the fantastic relationships and the real side of caring, as it should be.

“Being a caregiver can be a wonderfully rewarding career for compassionate people and the new ‘You Can Care’ campaign will champion all the positive aspects of care.”

The ageing population in the UK has created an enormous need for more care services and Home Instead is hoping to fill 85 new care jobs in an effort to keep up with growing demand.

Ms Martin, added: “We have many amazing caregivers delivering care to the elderly in our community. Although they are all unique individuals they possess common traits – patience, kindness empathy, attentiveness, dependability and integrity.”

The hashtag #youcancare has been created to support the campaign. As well as sharing positive stories, the company will also be offering tips, advice and support for the hundreds of people caring for family members in the local area.

For more information about Home Instead, call 01344 527588 or visit https://www.homeinstead.co.uk/ascot. You can also find information on the campaign if you search #youcancare on Facebook and Twitter.