But how are A4e taking it? Well, in Redcar the Gazette was happy to report that "Thornaby-based A4e held a fun day on Redcar seafront this week to publicise the support it offers people seeking employment and training opportunities." (Note that A4e is always portrayed in these pieces as a local company.) "And while the kids were having fun, A4e staff were on hand in the roadshow vehicle to give grown-ups advice about jobs, vocational training, literacy, numeracy, motivation, confidence building, life coaching and goal setting." Bet that was fun. And the emphasis these days is on "helping" entire families; it's not clear what plans lie behind the phrase. The spokeswoman got the slogan in, though: “Our mission is to improve people’s lives and that’s what we’re doing today.” Beware of the beach this Bank Holiday; you could run into an A4e fun day.