If it was going to work, it was going to work like this. If you put a return address that would be even more unbelievable coming from a Six-year-old.

Publicising something like this is great PR for the club, it is not their fault that the child and parent are struggling financially. It is a story that shows the club as benevolent and loving to the local community and being more than just a club. The way that social media works these days this kid will be found in a matter of hours/days and if you are vaguely expecting the social media campaign it will be even easier.

I hate to be cynical, but this really does feel somewhat performative. I feel for the kid and parent because if their situation is actually the case described and they have been resigned to doing something like this from either parent or child that is truly saddening. But, if it is faked, it probably does more harm than good to perceptions of people in poverty making them seem scheming and conniving (or at least that is how it will be painted in a Tory favourable media)