An Age Concern Dignity Champion pledges to:
1. Reject stereotypes and focus on the uniqueness of every individual
2. Speak up when they hear people speaking negatively about growing old
3. Have the courage to question practices they feel are disrespectful to older people
4. Not patronise older people
5. Be patient, polite and friendly
6. Have zero tolerance for abuse or neglect
7. Build relationships – they combat isolation and loneliness by getting to know the older people in their lives.