However, social services leaders have criticised the decision of Health Secretary Alan Milburn to launch the campaign on the same day as publishing social service performance indicators.

These show that in England as a whole there has been an improvement in performance for the second year running.

However, they also show that more than three out of four social services departments have been instructed to "urgently investigate the quality of services" in at least one area of their work.

And they also show that all social services departments only get two out of five stars in at least one area.

Click here for full details of the social service performance indicators

In a statement, the Local Government Association and the Association of Directors of Social Services said it was "ironic and disappointing Mr Milburn chose to publish questionable" data highlighting performance on the same day as launching a recruitment campaign.

They said: "Today's announcement only serves to reinforce an unjust negative image."

Recruitment problems

Social services performance

Best performers were Camden, Cornwall, Leicestershire and York The worst include Blackpool, Lambeth, Torbay and Warwickshire Three councils failed to inspect all their children's homes and 14 failed to inspect all their adult residential care homes, seven of them for the second year running Only 25% of councils reviewed all their child protection cases and one in eight reviews did not take place when they should Almost one in ten single adults and older people were not allocated single rooms when they go into permanent residential and nursing care 18% of councils have fewer children in need from minority ethnic groups than might be expected from their population make-up

Two thirds of local authorities are facing recruitment problems, according to the Local Government Association.

Across England, there is a 16% vacancy rate, and the situation is even worse in London and the South East.

The recruitment campaign is part of a three-year initiative to encourage people to take up careers in social work or social care.

Recent research has found many people are put off by the negative image of the profession.

There was also very little knowledge or understanding of what social workers and social care staff did.

Health Minister Jacqui Smith said: "Social workers carry out excellent and positive work on a day to day basis and we need more of them.

"We want this campaign to address some of the public misconceptions about the role of social workers and highlight the vital and rewarding work that they carry out on a day to day basis."

"Social workers do not just deal with negative events but deal with intellectually and emotionally challenging work every day that can transform people's lives."

There will be a range of adverts across in the press and broadcast media.

And there will also be a national helpline, along with a website and information booklets.

Is it enough?

Ian Johnston, UK head of the British Association of Social Workers, said: "We're delighted that the government have finally done something but it remains to be seen whether it's too little too late.

"They have known that the numbers of people applying for training has been falling over the last five to six years. It has fallen by about 50%."

He said it would take around three years to train up new social workers, but added he hoped the campaign would attract back some who had left the profession.

Separate government statistics published on Friday on Children's Services in England 2000 to 2001 show only 30 local councils reported that they had met the government's target of 50% of their care leavers obtaining once or more GCSE.

People interested in becoming qualified social workers can find out more information by calling the national helpline - 0845 6046404 or by logging on to the new website: www.socialworkcareers.co.uk