Passion4Social partners with key adult social care organisations across Greater Manchester to write a new chapter for Shared Lives.

It’s not just care; it’s new beginnings and finding purpose in unexpected places.

In a bold move to reimagine adult social care across Greater Manchester, disability-led creative agency Passion4Social, specialist carer support charity Gaddum, and the NHS Integrated Care Partnership are partnering to raise the profile of Shared Lives: a quiet revolution in care that is ready to be seen.

From now until 26th April 2026, supported by the Accelerating Reform Fund (ARF), they will deliver a campaign that shines a light on the Shared Lives model: an inclusive, human-centred alternative to traditional adult social care.

A campaign grounded in inclusion and impact

This partnership follows a co-production workshop held in June 2025, where supported people, carers, representatives of service providers, and care professionals gathered to shape a new vision for the future of Shared Lives in Greater Manchester.

Sharing ideas, their lived experiences, and hopes for the future, participants demonstrated how active listening can be a catalyst for powerful, sustainable change.

Together, they co-created a new story for Shared Lives in Greater Manchester (GM): Connecting people through purpose and inclusive opportunities, so care feels like belonging, a place where everyone can find fulfilment.

This story will be owned by everyone and will be told in every borough.

Supported by the Department of Health and Social Care’s Accelerating Reform Fund (ARF), Passion4Social and its partners will bring this vision to life over the coming months. Collaborating with all ten local authorities in Greater Manchester, as well as Shared Lives providers, commissioners, NHS partners, universities, voluntary groups, and carers’ organisations, they will deliver on these simple but ambitious goals:

• Raise awareness of the Shared Lives model across Greater Manchester to diverse stakeholders and potential carers.
• Build stronger commitment from carers, communities, funders, and decision-makers to support the Shared Lives model.
• Amplify the voices of supported people, carers, families, and communities whose experiences too often go unheard.

To achieve these aims, the partnership will develop a centralised campaign for Shared Lives in Greater Manchester and coordinate a unified story which has been co-produced with those who have lived and learned experiences.

Meet the partners delivering more than a message

This is much more than a campaign: it is a movement to reimagine care.

At its heart, there is a true meeting of missions and shared values: committed partners blending innovation with empathy to tell everyone that Shared Lives is more than a service; it is belonging, human connection, and purpose.

Passion4Social brings deep storytelling expertise, inclusive marketing and communications skills, and lived experience of both disability and caring to the table. With 80% of the team identifying as disabled, their creative approach is informed by unique skill sets and lived experiences.

They proudly celebrate diversity and everything that makes their workforce unique.

The partners’ ethos is to co-produce the campaign with the community to centre the voices of those most affected by their work. Consequently, it will be grounded in lived and learned experience and shared humanity.

Voices of change

Reflecting on the partnership, Thiago Carmo, Managing Director of Passion4Social, said:

Stories have the power to change the way we see the world. Shared Lives is an initiative that is full of narratives of purpose, fulfilment and inclusive opportunities. We are proud to help amplify these voices so more people can see themselves in this model of care.

Debbie Ward, Assistant Programme Director, Adult Social Care Transformation, NHS Greater Manchester, says:

We are delighted to be partnering with Passion4Social to increase awareness of Shared Lives across Greater Manchester. Thanks to funding from the Accelerating Reform Fund, we’re able to shine a spotlight on these brilliant schemes, with the longer-term aim of increasing the number of people who access Shared Lives in a way that improves and supports their everyday lives.

A shared vision for the future

Until now, Shared Lives has been a quiet revolution — turning spare rooms into places of belonging and creating inclusive opportunities for everyone through day and respite care solutions. But now, it is time to turn up the volume.

It’s time to shout from the rooftops: Shared Lives represents rebirth.

• For people who are supported, gaining confidence, purpose, and independence.
• For carers discovering meaning, sustainable income, and new connections.
• For communities beginning to see care differently.

This partnership is spearheading a movement to reimagine care. From quiet change to proud, visible transformation, Shared Lives is ready to be seen and celebrated.

Join our journey of change

Whether you’re interested in becoming a Shared Lives carer, learning more about the model, or connecting with the partners behind the campaign, contact enquiries@passion4social.com.