Changing the Narrative: The Power of Storytelling in Adult Social Care

We spoke with Jodie Reichelt, Head of Engagement and Customer Experience at Optalis, about the power of storytelling in social care. Drawing on her reflections from her recent involvement in the Gloriously Ordinary Language Programme and her work locally to build momentum for the Social Care Future vision, Jodie shared her thoughts on why stories matter.

Social care is often portrayed negatively in the media. How do you see the real story behind the headlines? 
Social care is frequently viewed through the lens of crisis; of underfunded systems, workforce shortages, and negative headlines that suggest a sector in decline. While these issues are real and deserve attention, they distract from the true essence of social care. At its heart, social care is a force for connection, opportunity, and purpose.

Why does storytelling matter so much in adult social care? 
Stories have the power to shift perceptions and showcase what is possible. In adult social care, storytelling is an essential tool for change. By sharing positive, authentic stories, we highlight the real impact of good care, and how it supports people to live lives of meaning, choice, and community at every life stage and circumstance. These stories do more than celebrate achievements; they challenge misconceptions. They show that living with a disability or mental ill health does not define a person or limit their potential. When social care is organised well around the person, it can help them build better lives. Importantly, storytelling also shows care as a positive place to work. It shines a light on the true experiences and roles team members have, helping to attract and retain people who share the same values. 

What makes a good story in this context? 
A good story in social care does three things: it entertains, it educates, and it uplifts. But above all, it connects. The strongest stories begin with what someone wants from life, not what support they receive. The stories are not about services, but about people. Great stories explain what social care is by showing what it does. They are engaging, accessible, and human. They don’t start with a diagnosis; they start with a goal or a moment of change. And they are told not about people, but with people. 

The people we support are the main characters in their own story; we are simply the supporting cast.

How do you approach telling people’s stories? 
Person-centred storytelling starts with building rapport, spending time with people in spaces where they feel safe and listening carefully to what matters most to them. Their voice should guide the narrative, and their words, wherever possible, should carry it. Consent is critical. The person owns their story. We must respect where and how they choose to share it, and what parts of their story they want to reveal. Not everyone we support is able to give consent to share their story. In these cases, we take a best interest approach. Because we support people with diverse abilities and disabilities, we are committed to representing everyone fairly, respectfully, and positively. By doing so, we aim to build greater understanding and acceptance.

Language plays a big role in storytelling. What principles guide you? 
Our language matters. Avoiding ‘othering’ terms and stereotypes is key. A person is not their condition or disability. In fact, it may not be necessary to mention their diagnosis at all. Let the story show who they are, not what label they carry. Use images to enrich the story, reflect the diversity of the people we support and those who support them, and avoid images that reinforce stereotypes or portray people as vulnerable.

How do you ensure integrity in story telling?
Not all stories are easy to tell, stories don’t always focus on the positives, and that’s okay. Real life isn’t always easy, and sometimes support steps in because people aren’t doing well by themselves. Telling stories about how people have worked through challenges require particular care. We must be sensitive to any trauma a person has experienced and uphold a person’s dignity at every step. Sharing experiences of challenge and change matters just as much as celebrating success, it is often in these moments of challenge that the most powerful stories emerge. They remind us that support can make a real difference, even in the hardest times.

Finally, what is the ultimate goal of storytelling in social care? 
Our role as communicators is to connect with and inform people about social care. By placing the person at the centre, we tell the story of our organisation through their eyes; because ultimately, that’s what counts.