A series of films by Jewish Care designed to change the perception of older people has gained support from the likes of Alan Sugar and Claudia Winkleman.

Jewish Care's original Pearls of Wisdom film released last year, has been shortlisted for two categories in the Fuji Film awards - best short film, and best cinematography. Following from this success the charity has now launched a series of ten short films which it hopes will "encourage people to recognise the valuable wisdom and life experiences that our elders have to share". 

Sir Alan Sugar was inspired by the film series: “My one regret is not spending enough time with my mum as she got older," he said.

"I was tied up in my own life and I am sad I can’t get those years back. My advice to the young generation is take time to engage. Elderly people have a lot to give and you can never turn back the clocks. We will all be old one day and we have to think how we will want to be treated by younger generations. That’s why I am putting my name to Jewish Care’s Pearls of Wisdom Campaign.”

Former Prime Minister's wife Sarah Brown, David Baddiel, Jonathan Ross and Martin Lewis also expressed their appreciation through the medium of Twitter, sharing the link and commenting on the "sweet" and "lovely" nature of the films.

The films have had over 10,000 views on YouTube where they are hosted.

You can view all of Jewish Care's Pearls of Wisdom films here.