Community aiming for image revamp

Paralympian double bronze medallist Ian Jones features in the campaign

People living in an area of Manchester wrongly dubbed Europe's biggest council estate are trying to transform its "outdated and negative" image.

Wythenshawe residents are taking part in a �30,000 advertising campaign aimed at their affluent neighbours in areas such as Didsbury and Hale.

Councillors say the campaign is about building pride in the community - not glossing over its problems.

About 66,000 people live in the area, 45% of which is private housing.

The Real Lives Wythenshawe campaign features facts and first person accounts from the area, which also takes in Baguley, Benchill, Newall Green, Northenden, Sharston, Brooklands and Woodhouse Park.

Its aim is to break away from stereotypical images and challenge negative attitudes towards Wythenshawe, which lies at the southern tip of Manchester, about eight miles from the city centre.

The people of Wythenshawe deserve an image that reflects where they live

Sir Richard Leese, council leader

A number of residents and business people will also be acting as ambassadors, and feature in the advertising.

Elaine Green, who has lived in Wythenshawe for 24 years and runs stables in Wythenshawe Park, said: "We've got great open spaces.

"Wythenshawe Park is a really lovely park... Lots of people don't know what we've actually got here."

Councillors also hope to raise awareness of change brought through �600m of investment in the past 10 years.

Sir Richard Leese, leader of Manchester City Council, said the image of Wythenshawe was "out of date".

Population rise

"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."

Thousands of houses were built in the 1930s - by what was then Manchester Corporation - to house the city's rapidly expanding population, leading to its "largest housing estate" tag.

Building took place on farmland previously owned by the Tatton family, owners of Wythenshawe Hall, who agreed to give the land to the council in the 1920s.