Sir Michael Parkinson to become National Dignity Ambassador for elderly care » Communities » 24dash.com

Sir Michael Parkinson is to become National Dignity Ambassador for the Government's drive to ensure that all older people using care and health services are treated with dignity and respect at all times.

To mark the appointment, Michael Parkinson today joined Care Services Minister Ivan Lewis, at the launch of a National Dignity Tour at Guys and St Thomas's Hospital, in London.

The aim of the tour, which will visit every region in England, is to raise the profile of the Dignity in Care campaign, launched by Ivan Lewis last year, and encourage more people to become Dignity Champions, spreading best practice and giving advice to other health and social care workers.

Through the campaign, the Government wants to inspire and equip people - service users, carers, relatives or care staff - with the information, advice and support they need to drive up care standards with respect to dignity for the individual.

Ivan Lewis also announced today further measures to strengthen the government's Dignity In Care Campaign:

• The Government will propose that the new NHS Constitution, to be published this year, explicitly recognise that a world class NHS must give a new priority to dignity and respect for patients alongside high quality medical care.
• The Government will open discussions with Local Authorities on the provisions of joint residential care for elderly couples, with a view to making it clear that other than in exceptional circumstances, couples requiring care should not be separated, and the needs of both people are properly taken into account.
• The Government's intention to double the number of volunteers and paid staff who have signed up as Dignity Champions to 3000 by the end of the year.

Care services Minister Ivan Lewis said: "I want NHS and Social Care services to apply a simple test - if it wouldn't be good enough for my Mum and Dad why should it be good enough for someone else's?

"Our Dignity in Care campaign has struck a real chord with older people, their families and front line staff. Too often, they themselves describe experiences that are not acceptable.

"Today's appointment of Sir Michael Parkinson, and our commitment to put patient dignity and respect at the heart of the NHS Constitution, represent major advances for our campaign.

"We have made progress but this has to be a long-term partnership between government, managers, front-line staff, families and the wider community to ensure dignity and respect are at the heart of care in NHS wards, care homes and home care services.

"In the same way as investing in the younger generation will determine the success of our country, our treatment of older people will determine its character."

The new Dignity Ambassador Sir Michael Parkinson said: "I am honoured to take on this role as Ambassador for the Government's Dignity In Care campaign.

"I have always had immense respect for the contribution older people have made to our country. Like many others I have experienced the care system in the past as the son of elderly parents.

"Dignity is about being treated as an individual with respect and compassion. I intend to use my role to make a real difference and ensure the issue of dignity moves to the heart of all NHS and care services."

To support the dignity campaign further, the Department of Health will be launching a revamped website this summer to support Dignity Champions. Full of new features, the website will enable champions to become more effective in sharing best practice and networking locally with each other.

To reward organisations who develop their staff to provide high quality services, we are entering into a partnership with Skills for Care on the Accolades Awards.

We will be looking to highlight excellent examples of dignity in care from 2009 by developing a specific focus on dignity in the awards categories.

Action on Elder Abuse, (AEA) the leading specialist charity focussing upon the abuse of older people, has welcomed today’s announcement that Michael Parkinson has been appointed as the Governments new Dignity Ambassador. 

Gary FitzGerald, Chief Executive of AEA, said: “Dignity is at the heart of good quality social and health care and the Government has made this as a central plank of their strategy to make life better for older people. 
"Michael Parkinson enjoys a special place in the hearts and minds of many people throughout the UK and we are delighted that he has accepted the role of Dignity Ambassador.”