Ambassadors

Jonathan Freeman MBE

Vice-Chair

Jonathan is CEO of the CareTech Foundation, the leading corporate foundation in the social care sector. Founded and funded by leading specialist care provider CareTech plc, the Foundation is an independent grant-making charity that supports and champions the social care sector, care workers and those living in care.

Jonathan is also Managing Director of Earlsbrook Consulting Limited, providing strategic advisory service to charities, businesses and philanthropists. Jonathan was previously Managing Director of Mosaic, HRH The Prince of Wales’s mentoring charitable initiative, and before that a member of the Senior Civil Service.

Jonathan serves as a Governor (trustee) of The Legal Education Foundation and Trustee of the Field Lane Foundation. He is a member of the Institute of Health Management’s Advisory Board and Patchwork Foundation’s Strategy Council.

Jonathan was recognised with an MBE for charitable services in Her Majesty The Queen’s New Year’s Honours List 2021.

“I am in because… the care sector looks after the most vulnerable members of our society and deserves to be celebrated and cherished.”

Anita Goyal MBE

Trustee, Hallmark Care Homes Foundation

Anita Goyal is the CEO and trustee of The Hemraj Goyal Foundation and the Hallmark Care Homes Foundation. She is Patron of Binti International and the Care Workers Charity as well as an Ambassador of the Alzheimer’s Society. She is an award-winning philanthropist, community champion and author of Voices from Punjab and Voices from Gujarat. Anita completed a BSc in Biomedical Materials Science & Engineering at Queen Mary College, London. Anita’s passion for teaching led her to become a teacher and Assistant Headteacher. Anita has completed her MA in Special and Inclusive Education at the Institute of Education and UCL and is pioneering personal development workshops in schools in the UK. She is the Co-founder of Ultimate You where she designs and speaks about educational seminars on leadership, business, life and relationships. She is passionate about making a difference and believes in doing everything with passion and purpose.

“I am in because… I want to help raise the profile of the care sector and support fundraising for our charity partners.”

Farouq Sheikh OBE

Executive Chairman, CareTech plc

Farouq Sheikh is Executive Chairman of CareTech plc. Farouq has been a key architect in CareTech’s growth, having been co-founder of the Group and involved in the vision and strategy from the outset in 1993. With a background in law and a good understanding of finance and commerce, Farouq has been instrumental in securing debt and equity funding for the Group as well as leading the management team in winning a number of long-term contracts from local and health authorities.

Farouq has been presented with a number of Entrepreneur of the Year awards by prestigious organisations including Laing and Buisson, Coutts Bank and Ernst & Young. He also presents widely at healthcare conferences, raising awareness of the learning disability sector.

As Patron and Enterprise Fellow of the prestigious Prince’s Trust and as a member of the Mosaic National Advisory Board, Farouq supports young people by passing on his experience and expertise to inspire the next generation of entrepreneurs.

Farouq was awarded an OBE for his services to specialist social care in The Queen’s Birthday Honours in 2020.

“I am in because… we forget the good work that happens on a daily basis with so many people that commit their lives to supporting people and helping others.”

Henry Elphick

CEO, LaingBuisson

Henry is Chair of Mansfield Advisors LLP, a leading strategy consultancy specialising in health and care provision, life sciences and medtech focussing on commercial due diligence and corporate strategy projects with broad clinical, consulting and international experience. He is also a Senior Consultant to the global financial services group Macquarie and Deputy Chair of the European Health Care Private Equity Association.

Previously, Henry was CEO of LaingBuisson for 5 years and had a 20-year career advising healthcare companies as an investment banker with Jefferies, UBS and Rothschild having qualified as a solicitor with Linklaters. He is also a trustee of the charity Turn2Us, an advisor to the International Longevity Centre think tank and formerly the Chairman for eight years of care home provider Elizabeth Finn Homes.

“I am in because… I care passionately about the care sector and want to see it get the recognition it deserves.”

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Amanda Marques

Owner and Director, Cohesion

Amanda co-owns Cohesion, who provide recruitment and workforce solutions to the sector. Since buying the business in 2009 the team have worked with providers both large and small across all areas of social care.

Cohesion are a Care England Supporter and an NCF Annual Partner and have recently sponsored a PhD at Aston University entitled: “Effective Recruitment & Selection in the UK Care Sector”. They regularly share their knowledge and experience via white papers and events and work hard to promote the opportunities in the sector to a wider audience.

“I am in because… I wholly subscribe to the notion that you can measure a society by how it treats its most vulnerable members and that everyone has a role to play in improving the status quo.”

Hilary Woodhead

Executive Director of NAPA

Hilary Woodhead is Executive Director of NAPA; The National Activity Providers Association. Hilary leads the charity in supporting the sector to prioritise wellbeing. She is dedicated to promoting the importance of activity, arts and engagement and believes all those with care and support needs should live content and connected lives.

Hilary is a dementia specialist with a special interest in knowledge and skill development, she is committed to professionalising the role of Activity Professionals.

NAPA takes an appreciative approach, acknowledging and sharing excellent practice inactivity, arts and engagement across the social care sector.

“I am in because… it is more important than ever that we share the incredible work of our sector.

We must do all we can to appreciate and support our workforce to take good care of themselves and to develop their knowledge, skills and resilience. I am amazed every day by the hard work and commitment the social care sector demonstrates and I feel passionately that we must ensure we acknowledge the difference each and every person makes to the lives of the people they support

Jonathan Cunningham

Registered Care Manager, Birkdale Park Nursing Home

Jonathan Cunningham is the Registered Care Manager for Birkdale Park Nursing Home and Rosebank Care Home for Learning Disabilities In Southport. In addition Jonathan is also the founder of the UK Care Home Managers Inner Circle with over 3.5k registered members. He is passionate about the delivery of inspirational care.

“I am in because… I love anything that raises the voice of social care and brings about transformational care for societies most vulnerable. This is a fantastic initiative and honoured to support it!”

Lisa Carr

Editor, Care Talk

Lisa has worked in the social care sector for over 20 years. Having worked in a frontline support role herself, she appreciates first-hand the dedication, commitment and selflessness of our workforce.

Now Editor at Care Talk magazine, Lisa is passionate about raising a positive profile of social care, highlighting good news stories and examples of outstanding practice that we never hear about in the main stream press.

“I am in because… I am passionate about raising the status of frontline care professionals who are the back bone of our communities. I want to ensure they are valued by society and receive the status and recognition they truly deserve.”

Amanda Nurse

Founder Director, Carterwood

Amanda is one of the founding directors of Carterwood and has nearly 30 years’ experience in the social care sector.

Representing clients within both the not-for-profit and private sectors, she has provided extensive disposal and strategic advice. More recently, Amanda has advised a range of private equity funds, financial institutions, and corporates, with a focus on the development of elderly care homes.

Carterwood is a multi-award-winning consultancy dedicated to social care. Its team of specialists provide independent, expert analysis that helps operators, developers, and investors to improve decision-making within the elderly care home and older people’s housing sectors.

As well as market-leading advisory services, Carterwood also provides a digital platform for assessing care markets, called Carterwood Analytics. This powerful software gives operators, developers, and investors instant access to high-level market data for over 1.6 million postcodes across Great Britain.

“I am in because… thousands of amazing things happen in a care setting every single day. Those stories deserve to be shouted from the rooftops.”

Neil Eastwood

Founder and CEO, Care Friends

Neil Eastwood is a UK-based international speaker on care worker recruitment and retention and author of ‘Saving Social Care’.

He is founder and CEO of Care Friends, an employee referral app for care staff launched in partnership with Skills for Care. Neil has spent many years studying the best workforce practices of social care organisations around the world. Previously he was a director at a 10,000-staff care provider.

“I am in because… I believe passionately that social care is the glue that holds society together and those who work in it deserve the fullest recognition.”

Davina Ludlow

Independent consultant

Davina has been involved in the care home sector for over twenty years.

First publishing the A-Z Care Homes Guide from 1997 to its cessation in 2013, the A-Z Care Homes Guide was the only national care home directory in the UK, which covered all registered care homes. This led on to the creation of carehome.co.uk in 2005 which gradually converted the entries in the A-Z Care Home Guide to online publishing. carehome.co.uk currently receives over 17 million visitors per year and has nearly 200,000 care home reviews.

As director of carehome.co.uk, Davina was responsible for the success of both the Guide and the website. She is known throughout the sector, by both care home groups and independently owned care homes, for promoting good care and is a tireless advocate for the industry. As a passionate campaigner within the sector, Davina is a leading advocate for highlighting the laudable work provided by care homes and the dedication of those working within the sector.

In 2009, Davina was approached to become a founder Trustee of the Care Workers Charity, the charity for professional care workers. The CWC is the safety net for the vulnerable care workers who, through no fault of their own, find themselves in a crisis. Davina threw herself into this role with the enthusiasm she brings to every challenge she has been presented with.

Davina was voted Care Personality of the Year in 2013 at the National Care Awards.

She is a powerful voice for the sector, having spoken on radio and TV including The One Show and BBC News 24 on a whole range of issues in the care sector such as surveillance cameras in care homes and whether care workers should wear uniforms. She has also been regularly quoted in the nationals in articles on social care.

Davina has stepped down from her role as director of carehome.co.uk and is now acting as a consultant within the care home sector.

“I am in because… it is crucial that we support and celebrate care workers who care for the most vulnerable in our society and yet, sadly, tend to be unsung heroes, particularly during this challenging time when they are on the frontline of the pandemic risking their own health to help others.”

Vernon Baxter

Managing Director, Investor Publishing

Vernon Baxter is Managing Director of Investor Publishing, a media company focused on the UK’s health, education and early years communities. Investor Publishing’s titles include HealthInvestor, EducationInvestor, NutritionInvestor, Nursery Management Today, Caring Times and The Journal of Dementia Care. HealthInvestor and Caring Times provide the health and social care sector with breaking news, analysis and comment and Investor Publishing hosts a number of major events across the year.

“I am in because… I believe social care is fundamentally undervalued and misunderstood by society and I want to help change those perceptions.”

Clare Connell

CEO, Connell Consulting Ltd

Clare leads the team at Connell Consulting and is well known within the private equity and corporate finance world for her extensive knowledge of health, social care and education. After graduating from Durham University, Clare has worked in strategy consulting for 20 years at Strategy Practice of Accenture, OC&C Strategy Consultants, Candesic and then set up her own firm.

In the last eight years, Clare and her team at Connell Consulting have produced commercial due diligence on a large volume of transactions and strategic projects in the health, social care and special education markets. Connell Consulting won LaingBuisson Awards 2019 Management Consultant category and the HealthInvestor Consultancy of the Year 2016. As well as this, Clare was voted Sector Expert by her peers in the 2018 and 2019 HealthInvestor Power 50.

“I am in because… I believe the vital contribution that careworkers make to society deserves greater recognition and that greater public awareness of the care sector would encourage people with no previous experience of care homes to consider the opportunities offered by a career in care.”

Simon Parker

Founding Partner, Simon Parker & Partners

Hi! My name’s Simon Parker. I am deeply passionate about the social care sector and I am involved in various different ways. Alongside being an Ambassador of Championing Social Care, I am also the Founding Partner of SP&P, which is a management consultancy for the care home sector, the host of The Care Home Show, which is the UK’s largest video podcast for the care home sector and also co-founder of Let’s Create, which is a marketing agency focused on transforming the way that people see care homes.

“I am in because… I want to contribute towards shaping the future of social care and believe very strongly that an important part of doing so is to shine a light on its incredible value.”

Professor Martin Green OBE

Chief Executive, Care England

Martin Green has had an extensive career in NGO development, both in the UK and internationally, and is Chief Executive of Care England, the largest representative body for independent social care services in the UK. He is also Chair of the International Longevity Centre, a Trustee of Independent Age, Vice President of The Care Workers Charity, and a Champion of The National Aids Trust. In 2013 he was appointed Visiting Professor of Social Care to Buckinghamshire New University. In 2012, in his role as Department of Health Independent Sector Dementia Champion, he led the development of the Dementia Care and Support Compact for The Prime Minister’s Challenge on Dementia.

“I am in because… social care transforms lives and sustains communities.”

Vishal Shah

Managing Director, Banyan Home Care Services

Vishal Shah is Founder and Managing Director of Banyan Home Care Services, Trustee and Treasurer of Care England, the leading representative body for independent care services in England, and Board Director of LogMyCare, an award-winning digital care planning platform. Vishal also chairs the Care England Young Care Leaders Group and is a founding member of the Digital Special Interest Group.

Vishal has over 15 years’ experience working at a senior level in an operational and advisory capacity across health and social care, including with national care providers Westminster Healthcare and Barchester Healthcare. Vishal has a particular interest in digital and technological innovation to support living longer, healthier, happier lives.

Vishal has had an extensive career in Corporate Finance and Investment previously with PriceWaterhouseCoopers and Williams De Broe.

“I am in because… it is so important to recognise, celebrate and promote the incredible dedication, passion and specialist expertise of the social care sector and frontline teams that work tirelessly to provide essential support and care to improve the health and wellbeing of the most vulnerable in our communities.”

Saskia Binns

Head of Communications, Majesticare

Saskia began her career with Majesticare as a Marketing & Brand Development Consultant in November 2019 before joining the luxury care group as Head of Communications in April 2020.

Prior to this, Saskia has enjoyed a long career in marketing across the hospitality and fitness sectors before ‘landing on her feet’ within the social care sector. She was instantly enveloped by the incredible passion and unparalleled kindness that stems from the heart of the sector and it’s this alignment of values that drives her to support profile-raising projects such as the Care Society, Care Sector Fundraising Ball and even to hike Snowdon overnight for The Care Workers Charity!

“I am in because… Championing Social Care is a fabulous initiative to showcase the passion and unwavering dedication of the truly amazing people who work within social care. I remain in awe of the strength, the sparkle and the smiles that they show every day and it’s a true honour to support shining a light on all our social care heroes.”

Ben Allen

Chief Executive, Oomph Wellness

Ben is Chief Executive of Oomph! Wellness. Having founded Oomph! In 2011 and acted as Chairman of The Care Workers Charity, Ben has extensive knowledge of the care sector and overcoming the complexities associated with bringing new products and services to market. Ben has advised and invested in a number of growing businesses through the Small Enterprise Investment Scheme (SEIS). Ben’s awards include “One to Watch” in the Health Investor Awards; Alumni Laureate Award, University of Hull; Deloitte Social Innovation Pioneer; New Radical, NESTA; Innovator of the Year, Spears; and Young Entrepreneur of the Year, Shell LiveWire.

Quality in Care Delivery, Evidence and Compliance Digital care planning helps care workers escape the paperwork burden and focus on resident needs. With Sekoia, staff have access to all relevant information at point of care. The result is attentive care and support with fewer errors.

Majesticare is one of the UK’s leading, boutique care providers. With an ever-growing portfolio of luxury care homes across Worcestershire, the Homes Counties, Wiltshire and Somerset, they have been specialising in luxury respite, residential, nursing & dementia care for over 20 years.

Established in 2019, the Hallmark Care Homes Foundation is an independent grant-making corporate foundation registered with the Charity Commission. Funded and founded by Hallmark Care Homes Ltd, which has a proud history of supporting charitable causes, the Hallmark Care Homes Foundation aims to deliver a long-term legacy to the charity sector in ways which the company alone would not be capable of achieving.

Established in 2017, the CareTech Foundation is the leading corporate foundation in the social care sector. Founded and funded by leading specialist care provider CareTech plc, the Foundation is an independent grant-making charity that supports and champions the social care sector, care workers and those living in care.

Haroon Sheikh

Chief Executive Officer, CareTech plc

Haroon Sheikh is Chief Executive Officer of Caretech plc. Haroon, a London University graduate, is one of the UK’s leading entrepreneurs, philanthropists and community figureheads and one of the founders of CareTech plc. Haroon brings commercial acumen, related industry experience and property knowledge which has been essential in the growth of the business.

As Chief Executive Officer, Haroon is actively involved in the day-to-day running of the business and over time has been instrumental in nurturing and supporting the senior management team, bringing together disciplines in care, commerce and property. He has a deep commitment and passion to delivering high-quality care and support to people with a learning disability.

In 2008, Haroon and his brother Farouq were winners of the highly valued Coutts Family Business Prize and widely applauded for the quality and social integrity of the company they created.

Haroon is Patron and Enterprise Fellow of the Prince’s Trust and is also Vice Chair of the UK Advisory Council of the British Asian Trust under the patronage of HRH The Prince of Wales.

“I am in because… we need to reach out to those who work in the sector and try to do more for them.”

Caroline Roberts

Group Director Care, Compliance and Operations – International, Welltower Inc.

Caroline is the Director of Care, Compliance and Operations for Welltower Inc and has worked as part of the UK team since 2016 supporting the partners and growth of the business.

With over 35 years’ experience of working in the Health and Social Care sector, Caroline has held senior leadership positions in both Barchester Healthcare and Care UK as well as previously working as a Regulatory Inspector.

Her passion for working in this sector started when she was 15 and undertook her work experience in a care home; she often says “I have never looked back, I feel fortunate to have found a sector I love working in”.

“I am in because… raising the profile of social care is essential to equip us for the future. I have had the privilege to meet many inspiring carers and nurses who have integrity and creativity and make a real difference to the people living in care homes. So let’s showcase this talent!”

Alex Ramamurthy

Founder/CEO, Mirthy

Alex is the Founder and CEO at Mirthy, a start-up that brings online speaker events into the comfort of older adults’ living rooms. Launched in response to Covid-19, in less than six months Mirthy now delivers online talks to over 10,000 people at home. Alex is also Chairman of Care Innovation Hub and was previously CEO at The Care Workers Society from 2016 to the end of 2018, a key benefactor of Championing Social Care. Alex is intent on solving problems in the ageing and social care space that have a huge impact on society.

“I am in because… the Social Care Sector is close to my heart and undervalued by society. Every day, there is a multitude of examples of incredible people going the extra mile to support our society’s most vulnerable. These people are our everyday heroes and Championing Social Care will shine a light on them.”

Morten Mathiesen

CMO, Sekoia

As one of the founders of Sekoia, Morten has spent enough days and nights in a care home to understand and appreciate the work being done here. Morten and the rest of Sekoia regard themselves as “Q to 007”. By providing care staff with a bulletproof tech kit, they target their vision of enabling care.

“I am in because… of the importance. With what we do, there is simply no way we could pass on such an opportunity to support a more visible and valued social care sector. It’s why we were founded in the first place.”

Rebecca Leask

Partner and Head of Health and Social Care, Harrison Clark Rickerbys

Rebecca is a Partner within the corporate department and the head of the Health and Social Care team at Harrison Clark Rickerbys (HCR). In addition to her work as a solicitor, she is also a qualified barrister and Notary Public Rebecca’s focus is assisting businesses to achieve their potential, whether through buying, selling or restructuring. She is committed to delivering the best possible service to her clients and gives commercial and pragmatic advice.

Rebeccas’s expertise is regularly called upon to speak at various Health and Social Care conferences and seminars and contributing to sector press articles. In addition, she sits on the board of the West Midlands Care Association.

“I am in because… I recognise that social care providers often go above and beyond for the people they look after, so I think it’s only right that we do the same for you.”

Martin Gould

Head of Brokerage – Care, Christie & Co

Martin is Christie & Co’s Head of Brokerage for the Care sector. Having joined the company in 2002, he has been specialising solely in the healthcare sector since 2006. Specialisms include advising clients on the sale of high value portfolio’s and individual assets, specialist care businesses, multi-site disposal projects and insolvency/distressed situations. He works across both the elderly and specialist care arenas.

“I am in because… of a simple reason – this sector is an amazing place to be. By helping to raise awareness of the good work it does, every day, I’d like to think we can make a difference.”

Adam Hutchinson

Managing Director, Belmont Healthcare Group

Adam entered the sector in 2013, taking over a family care home which has expanded to four High Needs Dementia Care homes in the South East and extended services operating Day Care and Home Care Services in the Community of both Kent and East Sussex. The Group is expanding further across the UK, with new sites on-boarding in the South East and West Midlands.

Adam is also an active member of the Trade Association community as the Chair of Accommodation Solutions at Kent Integrated Care Alliance (KiCA) and a board member of the National Care Association Alliance (CAA), raising strategic issues for local providers on the national scope.

Adam joined the Care Workers Charity as a trustee because of his passion for the teams he employs and the ability to develop a wider message about the important job care workers do in the community. Adam hopes to be a catalyst to insight change in the sector and develop a greater awareness of the role that it plays.

“I am in because… this sector brings so much joy to those it supports and we need to celebrate this far and wide for all to see.”

Karolina Gerlich

Executive Director, The Care Workers Charity

Karolina has been a care worker for twelve years alongside being an experienced Director in several capacities within the non-profit sector. She is passionate about social care and social justice and never misses a chance to advocate for care workers. Another passion of hers is women’s rights and she is currently also an Advisor for the Women’s Equality Party. Karolina has been invited to participate in many media experiences as a voice for care workers to raise awareness of their under-valued hard work. However, through all this, her love for caring for those in need has never wavered and she continues to work as a care worker in addition to her other roles.

“I am in because… the determination, commitment and sacrifice of the care workforce deserves recognition.”

Carolyn Baker-Mellor

Head of Care, Towergate Insurance Brokers

Carolyn is a respected industry leader with over 35 years’ experience within the care insurance sector. She works across a wide spectrum of insurance product and policy development, delivery and optimisation for care industry clients, including managing global corporate accounts, working closely with trade associations, and helping clients in protecting their businesses and personal assets. She has strong relationships with many of the top care providers and understands the pressures care providers face and the fantastic work that goes on in the industry.

“I am in because… I feel passionately that by working together we can raise the profile of social care and those people who work tirelessly often with little recognition for the incredible job they do.”

Angela Boxall

Chief Operating Officer, Majesticare Care Homes

Angela has been the Chief Operating Officer for Majesticare Care Homes since 2017, having worked various roles for the Luxury Care Group since she joined as a home manager back in 2006.

Angela’s strong values are what drives her in every aspect of her life and her passion for the social care industry and those that live and work in it has led to her being involved in various projects across the sector including the care sector fund raising ball and being a Founding member of the Care Society, an organisation that aims to change the Social care sector one conversation at a time.

“I am in because… the Championing for Social Care Campaign is a perfect fit for me, it enables me to shout about and raise the awareness of the amazing creativity and heart that flows through the care sector whilst working with like-minded people with aligned values.”

Avnish Goyal

Chair

Chairman, Hallmark Care Homes

Avnish Goyal qualified as a Chartered Accountant with Coopers & Lybrand in 1991 after graduating from Newcastle University with an Honours degree in Accounting and Finance. He is the Chair of industry-leading care provider Hallmark Care Homes that he founded with his brothers in 1997. Over the last 23 years, the company has won numerous awards for delivering outstanding care as well as national awards for building some of the best care homes in the country.

In 2010, Avnish set up the Hemraj Goyal Foundation in memory of his late father, supporting charities on issues such as trafficking, menstrual dignity, empowerment of women and education of children from disadvantaged backgrounds both in the UK and abroad.

Avnish is proud to be the Chair of Care England, the largest trade association for the care sector, and the founding Trustee and now Patron of The Care Workers’ Charity as well as an Ambassador of the Alzheimer’s Society. Avnish founded the Care Sector Fundraising Ball, which has so far raised £350,000.00 for charities related to social care.

“I am in because… social care is such an important part of the fabric of society, supporting hundreds of thousands of vulnerable people, it employs dedicated and passionate teams and the great work that they do needs shouting about.”

Mitesh Dhanak

Founder and Chairman, Precious Homes

As the founder of Precious Homes, Mitesh has been involved in the care sector for over 25 years. Originally a graduate trainee in the City with a keen interest in property development, Mitesh turned his attention to the social care sector, developing bespoke properties tailored to the needs of the individual. Today, Precious Homes operates 40 residential and supported living services around the UK, providing high quality, person-centred support for individuals with autism and complex needs.

“I am in because… social care in the UK plays a vital role in our society. It takes skill, knowledge and a special kind of person to fulfil the demands of the role and is a job that deserves to be applauded, recognised and celebrated. We need to put social care in the spotlight to create dialogue and positive change for those who rely on the care sector for support.”

Mandip Bhogal

Associate – Healthcare, Knight Frank

Mandip is an Associate working in Knight Frank’s Healthcare team, spearheading their consultancy offering.

In 2013, Mandip became a member of the Senior Management Team of a UK luxury care home developer and operator where he advised on the due diligence of sites, sourcing development land, conducting financial appraisals of sites and analysing the performance of operational care homes.

Since joining Knight Frank in 2017, Mandip has used his strategic and development expertise within the care home sector to provide consultancy services to healthcare investors, developers and operators. Mandip also sits on a commercial board within Knight Frank where initiatives are created and strategy is formulated to support the people of the firm.

“I am in because… this fantastic initiative promotes the great work that is done within the social care sector.”