Home charity Social Care Communications Expert Appointed Trustee at The Care Workers’ Charity

Social Care Communications Expert Appointed Trustee at The Care Workers’ Charity

by Kirsty Kirsty

Nathan Hollow, Group Board Director and Head of Health and Social Care at PLMR Group, an award-winning public affairs, PR, corporate, digital and crisis communications agency, has been appointed a Trustee of The Care Workers’ Charity (CWC).

The Care Workers’ Charity has been at the forefront of aiding current and former care workers facing unforeseen challenges. The charity provides mental health support, hardship grants, and political representation for care workers and has disbursed over £6 million in grants since 2020, aiding over 10,000 care workers in need.

Nathan brings over a decade of experience and expertise to the role, having specialised in health and social care communications for the past 13 years during which time he has carved out an award-winning career advising some of the UK’s largest and most influential health and care providers.

The world’s largest membership body, the Public Relations and Communications Association (PRCA), previously named Nathan their “Young Communicator of the Year”, and he has also been previously recognised by CorpComms Magazine as one of their “Young Achievers” and by LaingBuisson as one of their “Rising Stars”. Meanwhile, under Nathan’s leadership, PLMR Group’s Health and Social Care Practice has been named HealthInvestor’s Strategic Consultants of the Year and, most recently, won the ‘Marketing and Creative Services’ category at the 2023 Care Sector Supplier Awards.

However, it is his personal experience of the social care sector in Cornwall that motivated Nathan to apply for the position, having spent eight years managing home care and care home services for his Grandmother during her dementia journey. During this time, he experienced first-hand the extraordinary lengths carers will go to support the people in their care, both before and during the Covid-19 pandemic, as well as the many systemic challenges they face, particularly in Local Authority funded care in a rural areas.

As a Trustee, he will play a crucial role in guiding the strategic direction of the charity, working with the wider Board and CEO Karolina Gerlich, ensuring the charity continues to address the evolving needs of care workers in the ever-changing and complicated landscape of healthcare and social services.

In 2023, the charity witnessed a substantial increase in requests for support from carers faced with rising cost of living pressures, which grew to be the largest reason for contacting the charity, as well as a growing number of calls from suspected victims of modern slavery. In 2024, the charity continues to focus on supporting care workers to navigate sustained mental health and financial challenges arising from ongoing cost of living whilst Local Authority funding cuts mean that the wider social security net many could previously have relied on is shrinking.

Commenting on his appointment, Nathan Hollow expressed his commitment to the cause, stating,

“I am honoured to join The Care Workers’ Charity as a Trustee, having long admired the work Karolina and her predecessors have done over recent years. Having worked as a consultant in the social care field for over 13 years, I am also no stranger to the immense challenges facing the care sector and individual care workers, and how often their dedication goes unnoticed or unrewarded.

“The media and political discourse repeatedly undervalues care work, at best failing to recognise and reward the skills and passion of carers, and at worst, actively demonising those who have come here to support some of society’s most vulnerable people.

“Now, more than ever, the charity has a vital role to play in supporting care workers through what will undoubtedly be a very tough few years as cost of living pressures and the Covid-19 Inquiry continue. I am also eager to contribute to the charity’s work to increase the recognition and value wider society places on care work.

“From there, I hope we can encourage those whose loved ones benefit the passion of carers – as my family and I have – to give back and donate to the charity, expanding the charity’s reach and diversifying its funding beyond the sector so it can have a strong future ahead of it.”

Karolina Gerlich, Chief Executive Officer of The Care Workers’ Charity, commented:

“I am thrilled to welcome Nathan as our newest Trustee at The Care Workers’ Charity. His extensive experience and dedication to the social care sector makes him an invaluable addition to our leadership team. As we face the evolving challenges in the care industry, Nathan’s insights and strategic guidance will play a pivotal role in pushing our mission forward.

“The Care Workers’ Charity has been at the forefront of providing crucial support to care workers, and we only want to continue to enhance our impact. We are excited about the positive contributions Nathan will bring to our cause and look forward to working collaboratively towards our shared goal of supporting those who dedicate their lives to caring for others.”

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