Police patrolling in Stonebridge

Brent Council says Harlesden and Stonebridge suffer outdated bad reputations and many residents have pride in the neighbourhoods.

Local "ambassadors" have been extolling their virtues in an advertisement that will run in cinemas for 10 weeks.

The borough has the highest murder rate of the areas covered by the anti-gun crime unit Operation Trident.

In August, three people were found shot dead in a flat on the Stonebridge Estate. Harlesden was the scene of the death of one of Britain's youngest gun crime victims, seven-year-old Toni-Ann Byfield in 2003.

Businesses 'thriving'

But the council says the area is improving and it is using poster campaigns and cinema advertisements to shake off the neighbourhood's poor image.

The Love Where You Live scheme, part of its 20-year regeneration plan, aims to improve perceptions of the area by using local people to speak in its favour.

Among them is Mercy Ogole, who grew up in Stonebridge, and says the community and businesses are thriving.

"I'm usually confronted by people who have a very negative idea of Stonebridge and I'm usually finding myself defending where I live," she said.

We have close co-operation with the police in tackling gun crime in the borough and I'm sure with the help of the local people we'll achieve that Brent Council leader Anne John

"I thought it would be a really good idea to show ... that there are great things about Brent."

The council says the results of a recent Mori poll showed 46% of residents thought the appearance of Stonebridge had improved over the last two years and 41% had noted "positive housing changes".

Anne John, Leader of Brent Council, said: "There is still gun crime...but we've made a very good start.

"We've regenerated the whole of the London Borough of Brent. The schools, the roads, the parks have been changed beyond recognition.