Guiding approaches - local
Engagement and co-production
Norfolk County Council is committed to making engagement and co-production a core part of how we work. By embedding it as a fundamental principle, we aim to create a culture of collaboration and inclusive participation - where everyone's voice is heard, respected, and used to shape the services we deliver.
This approach helps ensure that our services are not only more effective and responsive, but also better reflect the real needs and experiences of the people who use them. For us, co-production is not a one-off activity but an ongoing way of working that informs both our decisions and the way we design and deliver care.
Between 2022 and 2025, Norfolk's Adult Social Services Department worked with a wide range of stakeholders - including people who draw on care and support, families, and providers - to develop and agree:
The Real Care Deal (Norfolk's ethical framework)
The Real Care Deal sets out how Norfolk County Council, care providers, commissioned organisations, and the people who use adult social care services - and their families - will work together to drive positive change in the sector.
Co-produced with individuals who draw on care and support, families, providers, and wider stakeholders, the Real Care Deal defines what matters most in adult social care. In July 2025, The Real Care Deal website was launched to support ongoing feedback, involvement in decision-making, co-production of services, and improved opportunities for people to shape care design and delivery.
Through engagement, people told us they want care to be truly person-centred - based on the principle of "No decision about me, without me." They called for more choice in services, greater involvement in their communities, and support delivered in more informal, everyday settings. They also stressed the importance of learning from mistakes rather than placing blame.
The Real Care Deal is built around the following principles:
- Be more human
- Ethical vision
- Trust and transparency
- Good employment and business practice
Norfolk County Council, in partnership with the Norfolk and Waveney Integrated Care System, is committed to embedding the Real Care Deal across all its adult social care commissioning.
Make a Pledge
The Real Care Deal invites care providers and staff to make a public pledge to uphold its core principles - placing people at the heart of care and support. By making a pledge, you demonstrate your commitment to delivering high-quality, person-centred care and helping to build a fairer, more compassionate care system. All pledges will be published on the Real Care Deal website to publicly affirm your values and help inspire positive change across the sector.
