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Stars Back Major New Initiative to Tackle Elder Abuse

Thousands of elderly care home residents across the country could be protected from the effects of abuse after the charity Action on Elder Abuse launched a unique new helpline, supported by the UK’s leading care provider Southern Cross Healthcare.

Staffed by Action on Elder Abuse, the completely independent freephone helpline will give service users, relatives and staff the opportunity to report abuse knowing that they will be treated seriously and without fear of repercussions.

All homes across the sector will be encouraged to display posters giving information about the initiative and every member of staff will be issued with a wallet sized card with details of the helpline.

The helpline was launched at an event attended by leading representatives of the care sector including Barbara Young, chairman of the Care Quality Commission.

Kamma Foulkes, Chief Operating Officer at Southern Cross said: "Southern Cross is totally committed to protecting both our service users and our staff. We are determined to tackle abuse by supporting this independent and robust system intended to protect residents, relatives and staff who wish to raise concerns safe in the knowledge they will be treated seriously and without prejudice.

"We are extremely proud to be working in partnership with Action on Elder Abuse. As a major care provider we believe we have taken a positive step in providing a platform for people to voice concerns about abuse and bad practice, as well as ensuring that these concerns will be acted upon. This is the first scheme of this type and Southern Cross is the only major provider to act in this proactive manner."

Gary Fitzgerald, Chief Executive of Action on Elder Abuse commented: "We are pleased to be a part of this unique partnership. Southern Cross has taken a major step by working with us in this way and for this they should be congratulated. We hope that this initiative provides an influence for the whole sector to seriously tackle issues of abuse and demonstrates the commitments of the majority of Care Home owners, managers and staff to treat residents and their families with real dignity and respect.

"We recognise how difficult it can be for residents and their families to raise issues of abuse and neglect. This service will tackle many of those barriers making it easier to report abuse in the knowledge that a response will be achieved. At a time when government is consulting on systems to protect adults at risk of abuse it is vital that we continue to provide a means by which those who are the most vulnerable can challenge abuse and receive the support they need"

GMTV presenter Lorraine Kelly also added her support to the campaign, she said: "The mistreatment of older people in care homes is something that could affect any one of us, or our families and which must not be tolerated. I applaud both Action on Elder Abuse and Southern Cross Healthcare for tackling the issue in this way and I hope that the helpline is a success and encourages people to report incidents."

TV actress and Loose Women presenter Lynda Bellingham also backed the helpline, she said: "Elder abuse is a serious issue and this is an excellent initiative aimed at tackling the problem. Older people deserve the very best care and respect and I wish the helpline every success."

Notes to Editors

The helpline number is 0808 801 0310

Southern Cross Healthcare has 735 care homes across the UK with 37,500 beds and 41,000 staff.

Action on Elder Abuse is a national charity which aims to protect, and prevent the abuse of, vulnerable older people. It does this by raising awareness of the issues, encouraging education and by giving information and support to those in need. It has the only national free phone helpline dedicated to this cause and callers may ring from Monday to Friday between the hours of 9.00am and 5.00pm on 080 8808 8141 from the UK or 1800 940 010 from the Republic of Ireland for confidential support and information. For further information on Action on Elder Abuse go to website: www.elderabuse.org.uk