Social services chiefs in Bradford have unveiled a new package of measures to try to ally some people's fears about their role.

Families in distress are now being told that social workers are there to help and support - not snatch children away.

And a new telephone hotline has been launched for anyone concerned for the welfare of a child.

Bosses at Bradford social services are streamlining their operations in response to an independent review by the Social Services Inspectorate.

"Traditionally we are seen as people who take kids away," said Mike Stow, assistant director of social services.

"Of course we will still investigate allegations of cruelty to a child, but there has been a culture change - we are now asking people what we can do to help. We are telling other agencies working with children that we will respond to calls for help. They don't have to tell us that a child is at risk in order for us to get involved."

The new hotline for children and parents needing help, and for anyone with concerns about the welfare of a child is (01274) 757500.

Other new developments include:

l the creation of two special teams, one to help children under 11, and one for teenagers

l a new team to investigate allegations of child abuse, working hand in hand with police

l a commitment to working more closely with health, education and recreation services

Trained advisers working for the hotline will be able to direct calls properly, which will iron out inconsistencies in the help given out.

And new leaflets have been produced, promoting the message that social services is 'here to help children and families'.

Councillor Kris Hopkins (Con, Worth Valley), the executive member for health and housing, said: "We are committed to delivering high-quality services to the wide range of people throughout the district who depend on our support.

"These changes are aimed at improving access to specialist staff, and providing immediate advice and support, which will also include putting individuals in touch with other agencies who can help. This is one of the first steps in our drive to achieve greater consistency and quality across the service.

"It comes in response to a recent independent review of the whole service, and forms part of our action plan for change.