Public perception and understanding of Social Work are often shaped by a lack of information, outdated professional images, media-driven scandals, clichés, misunderstandings, and misrepresentations. As a result, the diverse and far-reaching societal relevance of Social Work remains largely invisible – including its real-world responsibilities, multiple mandates, and contemporary professional identity.

This master-level research project begins with a critical analysis of both internal and external perceptions of Social Work. Building on this foundation, students will develop projects aimed at making the societal significance of Social Work visible to various target audiences. Through theoretical exploration, self-reflection, and empirical findings, the project will assess the current state of knowledge, define relevant audiences, and examine the content and impact of existing campaigns. An action research process will be applied to develop strategies and measures in collaboration with representatives from target groups and partners from diverse practice fields, professional associations, and the PR and media sectors – to increase the visibility of a contemporary and more differentiated image of Social Work.

Depending on interest and relevance, suitable formats will be developed – with a focus on tangible outcomes such as traditional media campaigns, podcasts, comics, reels, etc.