TV's Lorraine Kelly joins forces with home care firm to end taboo of talking about care

The UK’s biggest home care company, Home Instead, is sponsoring the podcast of TV’s Lorraine Kelly and her journalist daughter Rosie, to encourage Britons to talk to their ageing relatives about care.

The exclusive sponsorship of series 3 of the podcast 'What If?', which features celebrities talking about key events and crossroads in their lives, will run from spring through to summer and feature Home Instead throughout the podcast.

Lorraine Kelly said: “I think talking about care is a bit like making a Will. No one really wants to do it, but you actually feel better when it’s all done and dusted. It can be difficult to have that talk with your parents or relatives, but it’s vital that you know exactly what they want so you can make a plan. You don’t want to be second guessing what will make them comfortable and happy.”

She added: “My mum and dad are now in their early eighties and although they are both doing remarkably well, I know that things can change quickly. I have talked to them and they want to stay at home as long as possible, in the same block of flats where they’ve lived for almost forty years. Sadly, there’s no lift and they were on the top floor, four flights up, so we helped them move to the first floor which is a lot more accessible. It has given them greater independence and confidence, and I have more peace of mind.

“It’s fantastic that Home Instead is working actively to take the taboo out of talking care and encouraging families to plan ahead and take control of how they want to live later in life.”

Speaking about the new sponsorship deal, Home Instead’s brand and marketing director, Lee Chapman said: “As the UK’s leading home care brand, our mission is to support older people to live a happy, fulfilled life in their later years. That’s why we’re thrilled to announce the sponsorship of Lorraine and Rosie’s ‘What If?’ podcast because it means we can reach a huge audience with some important messages about planning for and choosing the right care for them in later life.”

Home Instead has launched the website www.careconversations.co.uk full of tips and advice to help families have the Care Conversation. It features the Care Conversation digital card game which features questions to help kick start discussions about ageing well.

Series 3 of the podcast kicked off earlier in March with Lorraine and Rosie chatting to guest stars including Katie Piper and Sir Ranulph Fiennes. Future guests include Alison Hammond, Sophie Ellis-Bexter and Andi Peters, with previous guests featuring the likes of Eddie Izzard, KSI, Rob Rinder, Sharlene Spiteri and Gok Wan.

Home Instead has 240 offices caring for over 16,000 clients. It provides around six million hours of relationship-led home care each year.

In August 2021 Home Instead was acquired by Honor (a technology provider), bringing together the largest home care network and the leading care technology platform.

click here for more details or to contact Home Instead