First, publish this uber macho picture of David Cameron.
Then, publish a caption below the photo, drawing attention to the silliness captured within it:
"Mr Cameron was pursued by photographers through a river"
Then, next to the photograph, open the article with the following sentence:
"Conservative leader David Cameron was beaten by three girls and a semi-naked man as he braved a cold and muddy charity run in Oxfordshire."
"All the contestants were awarded a medal."