SOCIAL services bosses hope to raise their department's profile and back up its work by seeking sponsorship.
Durham County Council's social services section has appointed a development officer to seek sponsors and raise awareness of its role. Anna Knighton will seek to establish partnerships with the private and voluntary sectors.
She said: "This is an exciting time to be involved in sponsorship as more and more firms are becoming aware of the opportunities that community investment brings."
There are 55,000 carers in County Durham.
"The audience potential is enormous," she said.
Social services director Peter Kemp said: "Local government has seen huge changes in recent years, and social services departments up and down the country are having to adapt and compete in an ever-changing world."
Organisations can learn more about sponsorship by contacting Mrs Knighton on 0191-383 3326.
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