We have New Labour and supposedly live in New Britain and, thanks
to Nexus Choat, there will soon be the new Distressed Gentlefolk’s Aid
The agency has won the PR account to help the charity launch a new image
The charity set up in 1897 by two sisters, Elizabeth and Constance Finn,
was created to help wealthy friends who had fallen on hard times.
Today, in search of a new definition, it will seek to help
’professionals’ - that is, everybody from barristers and nurses who have
also hit hard times.
Jo Rimmer, the Nexus Choat director who will run the account, accepts
the charity may be considered ’a bit politically incorrect’.
But, she adds: ’The big challenge will be to challenge the perceptions
of who should receive charitable help.
’The people the charity wants to help often have difficulties accepting
And on the exclusion of non-professionals, Rimmer says: ’There are other
charities to help other people. This organisation was set up with
particular people in mind.’
I’m not entirely sure Mr Blair would approve.