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Dignity Champions

At Black Swan Care Group we are committed to providing a home that supports our residents right to choice, independence and dignity. This is at the forefront of our decision-making process as a company and a commitment taken by every staff member within their staff pledge

This is a cornerstone of the care we provide and we are incredibly proud to be Dignity Champions.

What exactly is a Dignity Champion? 

Dignity Champion is someone who believes passionately that being treated with dignity is a basic human right, not an optional extra. They believe that care services must be compassionate, person-centered, as well as efficient, and are willing to try to do something to achieve this.


Dignity in Care: in the heart, mind and actions | Black Swan

So far over 58,000 people have signed up to be Dignity Champions, all pledging to challenge poor care, to act as good role models, and, through specific guidelines issued by the campaign, to educate and inform all those working around them.


A Dignity Champion says:

“I have handed out Dignity in Care 10 Point 'Dignity Do’s' Cards to all staff in my care home – each time we have a team meeting we focus on one of the 10 Dignity Do’s and discuss what we can do to meet that challenge. Each meeting results in us making changes to the way we provide care.”


Dignity Champions are willing to:

  • Stand up and challenge disrespectful behaviour
  • 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
  • Listen to and understand the views and experiences of citizens.

Dignity Champions are all committed to taking action, however small, to create a care system that has compassion and respect for those using its services. Each Dignity Champion’s role varies depending on their knowledge and influence and the type of work they are involved in. There are many small things that you can do that can have a big impact on people’s lives, as well as taking on a more active role if you have the time to do so.


For more information or to become a Dignity Champion yourself visit www.dignityincare.org.uk