Somewhat over a week ago I spotted a piece in The Guardian which, en passant, told of a rival group to the Women's Institute set up by 29 young women in a Hampshire village. Called Bramley WI Lite, they described themselves as "funky" and "jammin'."
Whether that one-line mention prompted the traditional WI group to complain about their rival is unclear, but the supposed "bitter battle between the old and the new" (cliché courtesy of the Daily Express) provided papers with a peg for a "story" and, of course, supposedly saucy pictures.
The Daily Telegraph even gave it front page billing with an obligatory shot of an (allegedly) alluring calendar girl, asking "Is this the sexiest WI in Britain?" There were three more pictures inside with claims that the group indulges in such racy activities as "burlesque dancing, sex therapy sessions and art classes with nude male models". Inevitable headline, Jammin' without Jerusalem at WI Lite.
The Times gave it a page, Bring me my arrows of desire - how the WI Lite has stirred the jam in Jerusalem, as did the Daily Mail, Sauce and Jerusalem and the Daily Express, "Not quite jam and Jerusalem, ladies."
Sad to see these papers falling for such an obvious PR scam (and did a single sub travel round offices to write the headlines?) So well done to The Guardian and The Independent for refusing the kind offer of a non-story.
