UNSUNG heroes and heroines across Worcestershire's care industry are being targeted for a new monthly award to help give public recognition to the difficult job they do.

The project has been launched by Worcester-based Guide2care - a large internet resource company.

"Primarily, the aim is to honour the worth of those in tiring and often thankless jobs that very few of us could do," said managing director Steve Bishop.

"True, we have to recognise there have been some horrendous stories of neglect in the media, but it is equally true that there are countless excellent staff delivering dignified care in nursing and residential homes across the country."

Steve, whose business is based at Hallow Park Estate, Hallow, has been involved in the public and private care sectors for more than 10 years.

He added that major legal appraisals of care providers by Government inspectorates over the last couple of years had brought with them many new stresses and strains.

"Guide2care stages conferences throughout the nation and staff do feel embattled and morale is poor," he added.

"Carers at the sharp end are being challenged, both academically and on working practices, like never before. At the core of the business there has to be the 'TLC factor' to make it work.

"The NVQ Awards structure already recognises professional worth.

"What I want to achieve, is to recognise each month an, often undefinable, special something in carers that helps light up the lives of those being cared for.

Few minutes

"All we are asking for is a few minutes of time for someone to tell us just in a sentence why they think an award should be presented to a nominee."

Nominations for winners can be made by logging on to www.guide2caretoday.co.uk and following the links, or by faxing Guide2care on 0871 733 3767.

A panel of care professionals will judge the entries.

Winners will receive a quality engraved cut-glass trophy and a gift voucher for £25.

Their organisation, care or nursing home will also receive a framed certificate in the free-to-enter challenge.