Members of local involvement networks still struggling to get off the ground - nearly two years after they were meant to be created - will have welcomed the Department of Health’s publicity drive over the past two weeks. But there is one hitch, End Game understands.

The two titles picked to carry “advertorials” are WI Life (the Women’s Institute house mag) and Readers Digest. Without wanting to stereotype, won’t they reach exactly the “usual suspects” of public involvement LINks were meant to avoid?