My first reaction to the sight of a tubby, tattooed family standing in front of a tarted-up council house is not that they need a food parcel but that the parents should go on a diet and the children take more exercise. Still, Save the Children, the international children’s charity, is using the image in the first campaign in its 93-year history to raise money for British kids. In other words not once during the Spanish flu, the 1930s depression or the Second World War did Save the Children see the need to raise money for British children, but come the evil coalition cuts and Britain is suddenly reduced to a Third World country with millions of children starving beneath our noses.

Save the Children’s “It Shouldn’t Happen Here” campaign isn’t really a charity campaign; it is a political one, thunders Ross Clark

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