Broadcaster Sir Michael Parkinson has been appointed as a dignity ambassador in the Government's Dignity in Care campaign.
Designed to encourage more respect for older people in care, the campaign is aimed at front line staff and seeks to increase awareness of the issues surrounding the delivery of high quality care and nutrition.
The Government said it wants more NHS staff and volunteers to be "dignity champions", who will be given information, advice and support to spread best practice.
Sue Ullmann, chair of the National Association of Care Catering (NACC), welcomed Sir Michael's appointment.
"Everyone associated with the NACC is passionate about the fact that we need to get it right," she said. "Sir Michael's appointment into this role will substantiate the importance of dignity and raise awareness of older people within this country."
By Kerstin Kühn
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