I can tell you from personal experience/contact that they (NotW) are bunch of cheeky bastards and it's a pure publicity stunt. That thing in the article about having started the fund out with their own 250k pounds is a crock of crap.
tbh gareth i'm surprised on both counts of what you've said there.
1) branson is a philanthropist. simple as. he's not shy of the media but he puts the hours for chari-dee triple the amount of times to that what you see covered in the media
2)how can you even entertain that the NotW have any other motive than to sell papers, raise their profile, manipulate the truth.