Interview with Norfolk County Council's principle in charge Ian Wake
Here is a recent conversation with Norfolk County Council’s Director in charge of adult social care. We find out his vision and determination to centre in the human experience and how we work together as humans.
Real Care Deal is Norfolk's Ethical Framework
The Real Care Deal is:
Norfolk’s promise to treat people with kindness, honesty, and respect
It has been written by:
- local people
- carers
- people who decide what care is available (commissioners)
- health and social care workers
It is important because it makes sure:
Care services and organisations listen to people, work fairly, and put human needs first
What the Real Care Deal does:
The most important thing is treating people in more human ways.
We do this by:
- Listening – really listening to people, and valuing all experiences (good or bad). Making sure voices are heard and acted on.
- Being kind – treating people with kindness and respect, as we all want to be treated.
- Deciding together – nothing is decided or done without people. Nothing about us without us.
- Speaking up – sharing experiences when things are not right, and working with practitioners to change them.
By doing this we hope to:
- Stop abuse – making sure bad treatment never happens again.
- Respect safety and choice – people working in care understand what being safe means to people,
- Help people live well – supporting everyone to live the life they want, as independently as possible.
We have lots of stories from many members of the community. We have spoken with users of care services, care providers, care staff and other individuals who work in the sector. Click the link to watch the stories. The heartbeat of the website.
Watch, Listen, Read™
Our Digital Lead, Nat Clarkson, is the creator of the Watch, Listen, Read™ format—a proprietary multi-sensory engagement model designed to transform accessible communication. By offering information in three distinct modes, this format empowers individuals to engage on their own terms, breaking down barriers for those who find traditional information overwhelming.
Currently being adopted across the East of England, this innovative model is now being prototyped here at Norfolk County Council. Norfolk’s Real Care Deal is proud to support this pioneering work, with a soft launch scheduled for 2026.
Nat has written a business case and highlights the paradox of our legislation and how this creates the environment that fails residents.
Share your views and get involved!
We would love to hear from you so please use the contact form to share your ideas and feedback about the website.
