Little at Large

Deliverology? It's enough to make you pink with rage

Mathew Little
Mathew Little

Sometimes corporate partnerships can be too cosmetic - literally, according to campaign group PinkStinks, which is not at all impressed by the new collaboration between the Prince's Trust and self-tanning retailer St Tropez.

The trust will receive £10 from each sale of the company's £45 complete bronzing sets, and Kelly Osbourne - one of those famous-for-being-famous types - has been chosen as a "self-esteem ambassador" to help young people feel better about their bodies.

PinkStinks senses a slight double standard. "Kelly Osbourne is almost unrecognisable," rails an article on the group's blog. "Apart from having clearly been airbrushed to within an inch of her life in the accompanying promotional photo, with the word 'self-esteem' ironically written across her top half, she has also lost about half her body weight." Charities such as the Prince's Trust should choose their partners more carefully, the group advises. There are also aesthetic reasons to steer clear: under the guise of "bronzing" them, companies such as St Tropez are turning a worrying proportion of our young people a lurid shade of orange.

- Film director Ken Loach has had a love-hate relationship with the charity sector. He was commissioned to make a film about the Save the Children Fund in the early 1970s, but the charity hated it so much it has never been shown. Another of his films, Cathy Come Home, inspired the formation of Shelter, but he disowned the charity after its staff went on strike in 2008. The latest object of his charitable affections also reflects his backing of unpopular causes. Just before Easter, he appeared for a screening of his latest film at a fundraiser for Eric, the Bristol-based charity for children with continence problems. The charity happens to have a fortuitous titular connection with the film, Looking For Eric. Perhaps the secret of celebrity tie-ups is that simple. Just change your name to Avatar.

- If you're sweating under a contract that demands you hit a target of reaching X number of people in X months, providing a narrow service from which you are not allowed to deviate, then take comfort that someone has given your pain a name. According to maverick management consultant John Seddon, this particular malaise affecting the public and voluntary sectors can be summed up in the neologism "deliverology" - but surely the point is to hit targets, not actually deliver a service to the public?

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