Parkinson in 'dignity' campaign

Broadcaster Sir Michael Parkinson has been appointed a "dignity ambassador" in a government campaign to encourage more respect for older people in care.

Joining government officials at the launch of a National Dignity Tour, Sir Michael said he wanted to "make a real difference" to dignity in NHS care.

The campaign wants more NHS staff and volunteers to be "dignity champions".

Care Services Minister Ivan Lewis said that with an ageing society, ensuring respect for older people was a concern.

"Quite rightly we invest in children, we value young people, we say they're the future of the country," Mr Lewis said.

"In my view the way we treat older people defines the culture of our country and we should remember we're living in an ageing society, this is an issue now which is touching so many families.

I saw at first hand what can happen, I saw a mixture of indifference and wonderful nursing Sir Michael Parkinson

The "dignity champions" will be given information, advice and support to spread best practice.

Officials hope to have 3,000 "champions" signed up to the scheme by the end of the year - double the current number.

Mr 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?"

Sir Michael, 73, said he agreed to be involved because of his mother's experience in care.

"I saw at first hand what can happen, I saw a mixture of indifference and wonderful nursing and it seems to me that there's a need for a cultural change among the people who have these old people in care."

When he was growing up, he said older people were treated with "reverence and a bit of respect".

"Nowadays I think that's gone and I think we need to remind people that these are human beings, they're not just crabbed old people in a corner, behind that face is a young person, actually, who wants to be treated with some kind of dignity."

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