1. Meeting the Dignity Challenge
Dignity Action Day
Meeting the Dignity Challenge

2. Promote the ‘Dignity Challenge’
Dignity Action Day
The first Dignity Action Day took place on 25th February The aim of the day is to:
Provide an opportunity for people to come together and do something extra special
Raise awareness of the importance of Dignity in Care
Promote the ‘Dignity Challenge’
Remind society that everyone has a role to play in promoting dignity
Remind people that staff have a right to be treated with dignity and respect too
Be part of a national celebration and demonstrate solidarity for Dignity in Care

3. Why are we marking Dignity Action Day?
Recent media attention, high profile abuse cases and Government reports highlight that people are
still not always treated with dignity and respect both in social care settings and in hospitals.

4. What is the Dignity Challenge?
Dignity in Care campaign began in November 2006 and was launched by the Department for
Health in partnership with the Social Care Institute for Excellence (SCIE). The aim was to inspire health and social care staff, service users and local people to place dignity and compassion at the heart of care services, and in their communities.
The Dignity Challenge sets out a clear statement of what people should expect from a high quality service that respects dignity.

5. What is the Dignity Challenge?
1) Have a zero tolerance of all forms of abuse
2) Support people with the same respect you would want for yourself or a member of your family
3) Treat each person as an individual by offering a personalised service
4) Enable people to maintain the maximum possible level of independence, choice and control
5) Listen and support people to express their needs and wants

6. What is the Dignity Challenge?
6) Respect people’s right to privacy
7) Ensure people feel able to complain without fear of retribution
8) Engage with family members and carers as care partners
9) Assist people to maintain confidence and positive self esteem
10) Act to alleviate people’s loneliness and isolation

7. What does dignity mean to YOU?
Invite the audience to contribute what they feel dignity means to them.

11. Dignity Being discreet about personal or sensitive issues
Allowing people the time to do things for themselves
Using a person’s preferred form of address
Not being patronising
Consistency of care
Support to participate in social activities in the local community
Listening to and respecting a person’s views and wishes
Dignity
Not ignoring or ‘talking over’ someone
Recognising what a person has to offer
Maintaining privacy during personal care
Invite the audience to contribute what they feel dignity means to them.
Respecting each person’s unique life story

12. Applying the Dignity Challenge
Treating service users with dignity
Treating staff with respect
Being treated with dignity and respect by professionals such as GPs
Being treated and treating people with respect in the local community

13. What are Creative Support doing to uphold the Dignity Challenge?
- Corporate pledge about meeting the Dignity Challenge
- Holding a Dignity Action Month throughout February
- Establishing a network of Dignity Champions
Special staff supervisions and team meetings centred around dignity
- Dignity Satisfaction Questionnaires. An action plan will be developed based on the results
- Special edition newsletter
Mention that our Service Directors Jeanette Blackburn and Charlie Culshaw are taking the lead on dignity within Creative Support.
- Developing a direct observation template to ensure staff are upholding dignity in their day-to-day practice and a new section on Dignity in the Support Worker Handbook (to be rolled out from Feb 2012)

14. What can I do to get involved?
If you feel we are not upholding our corporate pledge at all times, you must tell us!
As part of Creative Support’s designated Dignity Action Month we are encouraging staff, service users, family members, friends and other stakeholders to sign up to become ‘Dignity Champions’ and ‘Public Champions’.

15. The role of a Dignity Champion
Stand up and challenge disrespectful behaviour rather than just tolerate it
Act as good role models by treating other people with
respect, particularly those who are less able to stand up for themselves
Speak up about Dignity to improve the way that services are organised and delivered
Influence and inform colleagues (staff Dignity Champions)
Listen to and understand the views and experiences of individuals

16. How to sign up
Sign up on the website:
Complete one of our forms and we will sign you up via the website and you will also be entered into a prize draw with a chance to win a £20 Marks and Spencer voucher. You must tell us ‘I am a Dignity Champion because…’

17. "Dignity in Care must be everybody's business
"Dignity in Care must be everybody's business. I hope people will step up to this challenge and do whatever is in their power to make a difference"
Michael Parkinson
Dignity Champion
Famous Dignity Champion

18. Committed to meeting the Dignity Challenge!