Si King has been unveiled as the new brand ambassador for Bluebird Care, marking an important step in the organisation’s mission to encourage earlier, more confident conversations around care.
Best known as a TV presenter, chef and author and as one half of The Hairy Bikers, Si brings both national recognition and deeply personal experience to the role. His advocacy for dementia awareness stems from witnessing his own mam’s journey with Alzheimer’s, an experience that has shaped his passion for supporting families navigating similar challenges.
This week, Si appeared on Good Morning Britain to discuss the launch of The Good Care Guide, a practical resource developed to help individuals and families start important conversations about future care needs.
During the segment, Si warmly described Bluebird Care as:
A lovely organisation called Bluebird Care. – Si King
The Good Care Guide is designed to demystify care planning and give families the tools and confidence to make informed decisions before a crisis occurs. Too often, conversations about care are delayed until circumstances force urgent choices. By promoting proactive planning, the guide aims to reduce stress, protect independence and ensure individuals remain in control of their future.
As Bluebird Care’s Ambassador for Dementia Awareness, Si is helping to shine a national spotlight on the importance of recognising early signs, understanding options and having open discussions with loved ones. His involvement reinforces the message that care is not something to fear or postpone, but something to approach thoughtfully and positively.
Through this partnership and national media coverage, Bluebird Care hopes to reach more families across the UK, empowering them to talk about care sooner rather than later. With the support of a respected public figure who understands the realities of dementia firsthand, the organisation continues its commitment to helping people feel confident about their care, their choices and their future.
