Amita Arya, DEC press officer, argues that charities have to take a pragmatic approach. Ms Arya's language is revealing. Like it or not, charities working in the UK have to market disaster - preferably via television. Celebrities can get the message to the public at very little cost, in comparison to paying for an advertising campaign. However, there is some expense.
Many charities now have a full-time staff member devoted to work with celebrities.
Her duties include finding, briefing and accompanying celebrities through the process of delivering the charity's message. Many large charities are following suit, creating a post that falls somewhere between public relations and fundraising. Part of Helen Fielding's groundwork for her novel included research at Save the Children and Comic Relief. Ms Bailey has recently worked with stars ranging from boy-band Westlife to TV chef Ainsley Harriot on Save the Children projects. The demand is just insatiable.