Pembroke Care Group Tackles Stigma To The Elderly From The Ground Up
Published 14th Jun 2010 by Lesley Fitzpatrick

Our Youth Of Today Caring For Our Elderly – The Sussex School And Care Home Making Progress

Pembroke Care Group tackling the stigma of the elderly from the ground up!

The Pembroke Care Group, which owns three hotels for the retired in Hove, is no stranger to the stigma that can be associated with the elderly and believe that the only way to effectively deal with this is to educate our young. This is why they have for the last few years been working very closely with Hove Park School to help train and educate students in “Care Values”.

The students, who vary in age from fourteen year olds to A-level students, spend their time at Pembroke to learn about "Care Values" and how to look after the residents. This learning then leads to GCSE in Social Care and NVQ Level 3 for A-Level students. This relationship has been nurtured for several years now and has seen more than 350 students trained under this partnership, in many cases they have gone on to careers in care.

Elaine Darby, registered manager of Pembroke says: ”The training that we provide is an effective way to educate students and to show them the importance of dignity and care for the elderly. We have been so impressed over the years with the transformation that takes place once the students realize how fulfilling care work can be and that the older generation are to be cherished, not ridiculed or ignored.”

The Pembroke Group is one of the region's leading care providers and includes the prestigious 'hotel for the retired' in Third Avenue, Hove. The Pembroke Group campaigns for the rights and independence of older people. The organisation has transformed staff training in the care home industry through its pioneering and innovative training programmes, and its flagship home is on Third Avenue, Hove, which has a claim to fame as being the residence of the King of Siam when he lived in Brighton in the late 19th Century. Pembroke’s director Sue Brand has thirty years’ experience working with the elderly. For more information please call 01273 326942.

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