It seems even the staff of the former Secondary Heads' Association are having difficulty remembering their new name, so a swear box has been installed at the association's HQ in Leicester. Every time someone uses the SHA-word, they pay in 10p.
Gathered millions, have they? enquired the Diary. Not vast sums, replied the press officer, and it's an honour system anyway. Carry on SHA-ing is the Diary's advice. That way, everyone knows what you're talking about and a good cause (Project Sri Lanka) gets money.