Sir Michael Parkinson calls for out of date stereotypes of older people to be banished and for dignity to be at the heart of care in a personal account of his year as the nation’s Dignity Ambassador published today.

In his report, Sir Michael praises the people who inspired him; highlights small steps that cost nothing but make a real difference to people’s lives; and opens up about his own experience of the care of his mother, who had dementia.

A new Dignity Action Day and a £50,000 Bright Ideas Grant (BIG) for innovative projects that encourage dignity in care, were announced alongside the report by Health Secretary Andy Burnham.

BIG is about finding bright ideas about care and helping people put their ideas into practice to prove they work. Public and frontline staff can apply for the funding or ask for a helping hand to make their dignity projects a reality on the new BIG website.

The dignity day of action will take place on 25 February.
 

Sir Michael Parkinson, National Dignity Ambassador, said:

'I gained first-hand experience of the NHS and care services during my mother’s illness with dementia. It struck me that whilst there are some excellent examples of care, where people are given the dignity and respect they need and deserve, much more needs to be done.

'Dignity doesn’t need to cost anything – small considerations like taking time to have a chat when you take people to the loo, or using their name rather than a generic term of endearment, can help people retain independence and self respect. We need to banish outdated attitudes and assumptions that can be a barrier to good quality care.

'Becoming National Dignity Ambassador has strengthened my belief that dignity in care needs to be everybody’s business. It’s not just about the government, or nurses or carers. We can all make a difference and I hope that my work will highlight this and inspire many more people to get involved and make this a reality.'

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