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Dignity 2010 - Aims of the Campaign

Care must be delivered by staff who put the individual at the centre by listening to them or their relatives.

Download Wall Poster and A5 Flyer

Care must be delivered by staff who put the individual at the centre by listening to them and or their relatives.

Vulnerable older people deserve to be treated with dignity, respect, humanity and compassion.

Dignity and respect is everybody's responsibility.

Television, news programmes and newspapers have highlighted the plight of older people in care or receiving care. Improvement must be brought about by education and training and attention to the quality of person care and daily life.

The following all contribute to poor care:

  • Failure to listen and to explaindignity
  • Failure to identify language and communication problems
  • Failure to identify hearing and visual problems
  • Failure to change hearing aid batteries and cleaning glasses
  • Failure to involve families
  • Failure to recognise the person's human rights and individuality
  • Failure to assess their toileting needs
  • Failure to make food and drink easily accessible
  • Failure to promote the individual's normal mobility and function
  • Failure to check for clean finger and toenails
  • Failure to identify loneliness and isolation

When does failure matter? It matters because older people become fightened, hungry, thirsty, bored, often more confused and more dependent, losing their dignity and individuality. Relatives feel ignored and unsupported.

As a multi-agency group of both charities and professionals we have responded by producing a poster which sets down some basic principles and standards.

Our previous campaign on "Behind Closed Doors: The Use of the Toilet as a Marker of Human Rights" has been very successful in improving quality of care.

We emphasise the importance of maintaining a daily routine and allowing an individual to gain or maintain control over their activities and in particular, their personal care. Listening to the individual and their next of kin, when necessary, is the basis of humane and compassionate care.

By setting basic standards of care, good quality of care can be realistic and deliverable.


Download Wall Poster and A5 Flyer

For more information, or to request a supply of posters or flyers, please contact: Mark Stewart by or
telephone 020 7608 8575


Endorsers: Age UK; British Geriatrics Society; AGILE (Chartered Society of Physiotherapists); Cardiff University; College of Occupational Therapists; Department of Health; English Community Care Association; The Relatives and Residents Association; Royal College of Nursing



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