May 21 2008
An initiative by the British Government to encourage more respect for older people in care has been given added impact by the recruitment of TV talk show host Sir Michael Parkinson as a "dignity ambassador".
The British Government's Dignity in Care campaign, which was launched this week, aims to highlight providers offering dignity and respect in their care of older people.
It also aims to encourage more people to become dignity ambassadors willing to offer advice and support to those caring for the elderly.
Sir Michael, 73, said he agreed to become involved after witnessing his mother's experience in care where he saw a mixture of indifference and wonderful nursing.
He believes a cultural change is needed among people who care for the elderly and is eager to "make a real difference" to dignity in the National Health System (NHS) care of the elderly.
Sir Michael reflected on his childhood when he says older people were treated with reverence and a degree of respect and says he believes that is no longer the case.
He says people need to be reminded that old people deserve to be treated with some kind of dignity and respect and treated as an individual.
The campaign wants more NHS staff and volunteers to be "dignity champions" - they will be given information, advice and support to spread best practice messages.
It is hoped 3,000 "champions" will be enrolled by the end of the year which is double the current number and a ten-point dignity challenge has been issued.
Social Care Services minister Ivan Lewis says with an ageing society, ensuring respect for older people was a concern and how older people are treated defines the culture of a country.
Mr Lewis says the new NHS Constitution would have for the first time, explicit statements about the respect and dignity for patients alongside healthcare.