Former BBC reporter Clinton Rodgers has taken up a new role as the ambassador for Wellington charity, Reminiscence Learning.
Based in Tonedale, the nationally recognised charity marked 20 years of providing dementia care this year.
Mr Rodgers, who lives in Bradford-on-Tone will now be helping to promote the local charity. Commenting on his new post he said: "It was an honour to be asked. I've lived in the Wellington area nearly all my life and I am very familiar with the outstanding work done by this charity for more than 20 years.
"If I can do anything to raise awareness of what they do and help raise money - which is so very hard for all charities these days - then I will be very happy."
Reminiscence Learning became a registered charity in 2003, after being set up by occupational therapist Fiona Mahoney. She welcomed Clinton to his post: "It's great to have Clinton on board. I know he's enthusiastic about what we do and I'm sure his communication skills will help us spread the word."