“Older people are too often forced to suffer infringements in basic care such as nutrition and privacy.

“Dignity in care should be far more than a mere concept to sign up to. Fine words do not deliver dignity for our older population.”

The Daily Express Respect For The Elderly crusade has highlighted several shocking breaches of dignity and care in Britain’s healthcare system.

Gordon Lishman, director general of Age Concern, welcomed the new campaign but added: “There is still a huge way to go in treating patients with the dignity and respect they deserve.

“Older people are the main users of health and social care services but despite this, neither the provision of services nor training of professionals recognises this fact.

“Ageist practices and unacceptable breaches of people’s rights – such as couples being split up – are still occurring.” The nationwide scheme, launched yesterday at Guys and St Thomas’s Hospital, London, will encourage people to become Dignity Champions  and help to spread best practice in the treatment of the elderly.

It is hoped the initiative will double the number of volunteers and paid staff who have already signed up– to 3,000 by the end of the year.

The Government also wants the new NHS constitution – to be published later this year – to recognise that health services must prioritise dignity and respect for patients alongside high- quality medical care.

The Care Services Minister, Ivan Lewis, said: “I want NHS and social care services to apply a simple test – if it wouldn’t be good enough for my mum and dad, why should it be good enough for someone else’s?

“Today’s appointment of Sir Michael Parkinson, and our commitment to put patient dignity and respect at the heart of the NHS constitution, represent major advances for our campaign.”