Positive Image Campaign

Residents from Wythenshawe attended the launch of an exhibition as part of an image campaign, which aims to shift perceptions of the place they call home.

Wythenshawe is often incorrectly referred to as ‘Europe’s largest council estate’, and the City Council is looking to challenge outdated and negative perceptions through facts and first-person accounts, from residents of all ages and backgrounds captured in the campaign.

The Forum exhibition and short film set out to portray a positive image of Wythenshawe and dispel a few myths as part of the ‘Real Lives Wythenshawe’ campaign.

The thought-provoking campaign aims to break away from stereotypical images of Wythenshawe and to challenge negative attitudes as well as raise awareness of more than a decade of change through sustained investment and regeneration.

Decision makers from Manchester and the Northwest’s private, public and voluntary sectors will join the residents to preview a selection of photographs and the film at the Forum. Leader of Manchester City Council, Sir Richard Leese spoke alongside Brooklands’ ward member, Councillor Glynn Evans.

The £30,000 image campaign has been funded through a partnership made up of Manchester City Council, Wythenshawe Forum Trust, Parkway Green Housing Trust, St Modwen and Marketing Manchester.

It follows over £600million investment into the district, which takes in Baguley, Brooklands, Northenden, Sharston, Brooklands and Woodhouse since 1998.

The campaign uses real people in real situations and real locations in Wythenshawe.

The images will be used on the web and in printed campaign material.

Consultations were carried out to assess both residents’ perceptions of Wythenshawe and those from neighbouring areas. The campaign was also shown to local focus groups before the launch.

The so-called ‘doughnut ring’ that surrounds Wythenshawe is made up of some of the region’s most affluent areas such as Hale and Didsbury. Residents here often had outdated views of Wythenshawe and the campaign aims to address that.

Leader of Manchester City Council, Sir Richard Leese, said: “The image of Wythenshawe is out of date. The people of Wythenshawe deserve an image that reflects where they live and the strides that have already been taken in regenerating the area. A poor image of where you live can be detrimental to individuals, communities, business and the sustainability of a place.

“This is not about glossing over Wythenshawe’s problems, we recognise that it still faces many challenges. The campaign is about sharing the people of Wythenshawe’s sense of pride and community spirit with others. A positive image encourages regeneration and we all need to look to the future and to a successful Wythenshawe.”

Cllr Glynn Evans, Chair of Wythenshawe Area Consultative Committee, said: “Wythenshawe has always been my home. It is a community that I’m proud to be part of and to represent. Wythenshawe needs to redress the balance and to show it is a great place. There is still work to do here but we are making progress and we need to celebrate that as well.”

A number of Wythenshawe residents and businessmen and women were ambassadors at the Forum launch.

Elaine Green, who has lived in Wythenshawe for 24 years, brought up her family there and runs stables in Wythenshawe Park, said: “We’ve got great open spaces. Wythenshawe Park is a really lovely park. You can come down at the weekend and go horse riding or play tennis or golf. Lots of people don’t know what we’ve actually got here.

“I started my business here and I’ve found it a successful place to be. I was worried at first because I’ve heard the stories but you just have to give it a chance. The opportunities are there, you just have to focus on the positive and you can make a real go of things.”

The image campaign is being carried out by Manchester communications agency Creative Concern. The delivery of this will be carried out over the coming months.