As an adolescent, I grew up an in age of fear and panic. The British government’s campaign warning against HIV contraction featured the powerful slogan ‘Don’t Die of Ignorance’. A picture of a tombstone accompanied this: all very chilling stuff. I much prefer the British army’s no-nonsense approach to safe-sex, as captured in a World War II slogan ‘Whip it in, whip it out and wipe it’. This was the highlight in a film shown to the troops about venereal disease.

In the meantime, and on a much more sombre note, this chapter is dedicated to the late actor – died 11 October 2004 – Christopher Reeve, whose portrayal of Superman (the slogan ‘Up, up and awa-a-a-ay!’ was originally from Kellogg’s Pep sponsored radio series) placed the notion of heroes in children’s minds worldwide.