Breathlessly trumpeted by the BBC the STC core message was brazenly blatant – there are all these children living in poverty in the UK and the government needs to pay more to their families in benefits. Therefore the cuts in government spending introduced by the coalition not only need to be abandoned but reversed – otherwise lots of children will starve….

Oh dear – grab a tissue, reach for that credit card and send a generous donation to STC…..then contact the media and your MP demanding an immediate increase in the welfare budget.

Except – all is not as it seems in the world of charity campaigns.

The statistics are a tad dodgy

The gut wrenching video used actors

Justin Forsyth, the boss of STC, was a Labour spin doctor for Gordon Brown whose policy of throwing money at low income families did nothing to resolve the problem – and before then he was Tony Blair’s Special Adviser on poverty, climate change and trade. So hardly a political neutral…..

Forsyth, who earns £162,000 per annum as Save The Children’s CEO, is very much one of those people identified by UKIP’s Nigel Farage as our new ruling class. Before his job with the Blair/Brown Labour government he spent thirteen years working for Oxfam. He is therefore a classic product of the charity/campaign industry with little or no experience of wealth creation.

Make no mistake about it, there are a lot of people who now earn their living by working for charities and the salaries, especially at the upper levels, are the gateway to an extremely comfortable lifestyle. But the recession has forced these charities into an unseemly competition for a shrinking market so, like toothpaste manufacturers or lager brewers they need to indulge in a little re-branding to attract attention, something which can catch the eye on a slow news day…

Hence STC came up with the idea of starving UK children – it’s a new angle on an old idea. Of course some could say they have their heart in the right place and this old cynic might grant them that. But I can’t help thinking that it also has a lot to do with keeping Mr Forsyth and his STC colleagues in the style to which they have been accustomed…

After all, the CEO’s £162,000 has to come from somewhere…..