Manchester People - Issue 37, New Year 2009

A campaign is challenging outdated images of Wythenshawe, with residents and businesses playing a leading role in standing up for the place they call home.

It follows more than £600million investment in the area since 1998 with more to come. For example, all the area's high schools are being rebuilt or refurbished under the Building Schools for the Future and Academies initiative. New community facilities such as the Forum, Woodhouse Park Lifestyle Centre, Benchill Community Centre and The Addy young people's centre have also been delivered.

The thought-provoking Real Lives Wythenshawe campaign aims to break away from stereotypical images and dispel myths such as the regularly repeated claim that Wythenshawe is 'the largest council estate in Europe'. In fact, private housing makes up almost 50 per cent of the area's housing stock and more than 3,000 new homes have been built there in the past ten years.

It uses images and words from real people who live in the area backed up with facts about the area, which has experienced a decade of change through sustained investment and regeneration.

A number of Wythenshawe residents and businesspeople have also agreed to act as ambassadors for the area.

Sir Richard Leese, Leader of Manchester City Council, said: "The image of Wythenshawe is out of date.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.

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

Ambassador Elaine Green, who has lived in Wythenshawe for 24 years, brought up her family in the area, and runs stables in Wythenshawe Park. She 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've started my business here and I've found it a really successful place to be."

Councillor Glynn Evans, Chair of Wythenshawe Area Committee, said: "Wythenshawe needs to redress the balance and 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."

Future campaign strands could include a dedicated website, advertising and other activities.

The campaign has been delivered by Manchester communications agency Creative Concern and is funded through a partnership made up of Manchester City Council, Wythenshawe Forum Trust, Parkway Green Housing Trust, St Modwen, and Marketing Manchester.

Anyone who is interested in getting involved in the campaign, for instance as an ambassador for Wythenshawe, or who has any good news stories about the area that they would like to share, should contact Mark Rainey at Wythenshawe Regeneration Team on 499 7778 or m.rainey@manchester.gov.uk

Wythenshawe voices

• Pat Royle, Wythenshawe Market Fish Stall
• Michelle Kime, Brooklands
• Athol Hogg, Allotment holder