A national home care company has joined forces with TV host Lorraine Kelly and her journalist daughter Rosie to encourage the UK to get talking to ageing loved ones about care.

Home Instead has announced the sponsorship of the mum and daughter’s successful podcast ‘What If?’, where they interview well known and much-loved celebrities about key events and crossroads in their lives.

The exclusive sponsorship of series three will run from spring through to summer and feature Home Instead throughout the podcast, highlighting the importance of having the ‘Care Conversation’.

Longstanding TV presenter 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.”

Kelly 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 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 Kelly 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 the pair chatting to guest stars including Katie Piper OBE and Sir Ranulph Fiennes. Future guests include Alison Hammond, Sophie Ellis-Bexter and Andi Peters. Previous guests featured the likes of Eddie Izzard, KSI, Rob Rinder, Sharlene Spiteri and Gok Wan.