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Stephen Burke, chief executive of charity Counsel and Care, which offers advice to older people, is one of those trying to turn the private concerns of millions of people into a campaign for reform. 'Half the people who will vote in the next General Election will be 60 or over,' he says 'We want to ensure this issue is up there when people vote.'
In fact, the next big opportunity for change is with us right now. Chancellor Gordon Brown and his Treasury team are preparing for the next three-year comprehensive spending review (CSR), which is due to be published in July 2007. That means they are doing the groundwork now. Brown has highlighted the issue of an ageing population as one of five main themes for the CSR.
There is a huge amount of consensus as to the way forward - and the one thing that is really lacking is the public pressure that will push the government into making the extra financial commitment that the vast majority of experts believe is necessary. So, where are we precisely?
We are operating a means-tested system of financial support which is dysfunctional, gets worse every year.....continued below
The position of people going into homes is just as painful: elderly people can find themselves being sent long distances from their spouses and family, into homes that are unpleasant and for which they pay large sums. It costs about the same to keep someone in a home per annum - about £24,000 - as it does to send your child to Eton College for the year.
But there is an obvious solution. Sir Derek Wanless, former NatWest chief executive, published a report in March calling for reform of the system. Most experts agree with his conclusion that we move, over 20 years, to a 'partnership model' in which a minimum level of long-term care is guaranteed to all but in which we can make contributions, which will be matched by the government, to pay for a higher degree of care. When even the likes of accountant PricewaterhouseCoopers have given the thumbs up to this proposal (which will cost the taxpayer a bit more than we pay now) you know that it will probably work.
Until now, the public - while outraged and hurt on a personal, family level - has not managed to coalesce and make the government feel that it will get thrown out at the next election unless it acts on long-term care. But this autumn we will get a lead from the likes of Counsel and Care as it starts a major lobbying campaign. If you are over 40 this issue could affect you directly - since reforms on long-term care could easily take 20 or 25 years to come through even if we get going now.
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