Director Vivienne “Nanny” Pattison got the call after some complaints had been made about the phrase “jam rags” appearing on a chalk-board in Emmerdale. She rose to the occasion with a deftness of touch worthy of her predecessor “Massah” John Beyer:
Clearly whoever wrote that knew exactly what they were doing, and they certainly didn’t need to,
she began, ambiguously.
It’s not a particularly helpful phrase to refer to sanitary towels as “jam rags” , and it is unnecessary.
It didn’t need to be there at all.
There we have it. Mediawatch-UK has come a long way since the hard campaigning days of Mary Whitehouse. No longer is it the nation’s conscience, standing up for Christian righteousness in the face of a liberal media elite. It has become the leading voice in the fight against the not particularly helpful.
Because research shows that if children are exposed to the not particularly helpful every day in the media, they will grow up to be not-particularly-helpful adults.