Little big moments survival kit is a hit with our stressed-out hacks

Journalists have to battle constantly against negative stereotypes of their trade. Every day the Diary gets to work, hangs up its trilby and Mac, extracts the press card from the hat band and gets to work smoking fags and barking at people down the phone.

Then it’s time for lunch at the pub and the chance to set the record straight over a few pints, and explain that we are a sensitive, cultured bunch.

So the Diary was surprised to receive something described as a “journalist’s survival kit” recently: it conformed to all the stereotypes by including a can of Red Bull, some Resolve, a sick note, a pen and pad, and a copy of the Media Guardian.

Those kindly “mindset marketing” types at SPF 15 – who have developed yet another “new” approach to the business of getting brands noticed – were behind the gift. Their unique idea is centred on “little big

moments”, such as when one gets married or goes on holiday. During these times of, presumably, stress, people are apparently more receptive to the lure of brands.

The Diary is used to stress, having spent many an afternoon hiding in a bush looking for a scoop, and is off to find out who has stolen the contents of the kit, because, on second thoughts, they were all quite useful items.