When the Department for Work and Pensions unveiled its web app to help separating parents get advice without paying for pesky lawyers, it realised that the minister responsible, Steve Webb, was not an A-list draw. (No doubt he is famous in Thornbury & Yate.) Bravely, in the week of the Leveson report, the department turned to the tabloid press for support, picking the Mail on Sunday’s agony aunt, Zelda West-Meads, as the face of the launch.
The DWP assured us that the former Relate counsellor was ‘very central’ to the project. So much so, in fact, that the press office was unable to fulfil the Gazette’s request for a picture of the app without Dear Zelda in shot.