Kevin Federline makes an appeal for change

THE much-maligned Kevin Federline (it almost rhymes, doesn’t it?) now has a public crusade to prove that Mr. Britney Spears has deep thoughts and everything.

Is his cause feeding the poor? Saving the whales or stopping the war? Nope.

K-Fed says: Spare the change.

The famous husband and would-be rapper was in New York’s Times Square on Wednesday for an event that presented itself as a rally to preserve the penny, that most modest of coins and a frequent target for elimination.

“This is the first major charity thing that I’ve got to do and I am looking forward to doing so much more,” said K-Fed, according to Britain’s ITV News. “Giving back is a part of who I am and people will eventually see that.”

There was an actual charity component to the event: A truck was on hand that will travel the country collecting spare change for youth activism and assistance programs.

On closer inspection, the real push behind the event was flamboyant mogul Sir Richard Branson, whose vast holdings include Virgin Mobile, which happens to be launching a big one-cent text message plan that he wants to hype. And, since you are reading this, he succeeded. Clearly, when it comes to a publicity gimmick, K-Fed is money.

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-- Geoff Boucher