Summary This study utilises a recent social action campaign undertaken by the Australian Association of Social Workers to examine the skills, motives and factors of success for social workers and professional bodies in undertaking social action activities. Findings The evidence suggests effective social action is likely to rely on several, interdependent factors. Social workers appear more likely to actively intervene in policy issues when their immediate client base, professional identity or personal livelihood is threatened. Peak professional bodies are more likely to succeed in lobbying when they are able to mobilise broad-ranging support, present a united media presence and form alliances with key stakeholders and influencers outside their organisation. Application Results from this study may be useful for professional associations, social work educators and students who are interested in understanding social action in the context of social work practice and ensuring they have the skills and knowledge to fulfil their professional mandate as agents of social change.

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A comparison of social work practice in rural areas of the United States and Australia reflects similar characteristics. Findings add support to the assertion that there are particular qualities to practice in the rural context that are embedded in the subtleties of shaping social work roles to fit into rural culture.

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