Community cohesion in the London Borough of Barking and Dagenham

Matthew Wood, Julie Fowlie

Research output: Contribution to journalArticle

Abstract

This paper discusses how the critical elements of 'developing relationships' and 'understanding emotions' within a social marketing framework can be used to influence local government strategy and communications aimed at improving community cohesion and addressing negative myths. Under New Labour, community cohesion became a national and local priority. This is a case study of how one local authority - The London Borough of Barking and Dagenham (LBBD) - has addressed this issue by taking a social marketing approach. The paper also briefly discusses the 'tone of voice' adopted by LBBD in response to extensive insight work before outlining an innovative staff training programme. Most front-line staff have now participated in this programme, and the authors are currently evaluating its effectiveness in improving communications and cohesion within the community.
Original languageEnglish
Pages (from-to)293-304
Number of pages12
JournalLocal Economy
Volume25
Issue number4
DOIs
Publication statusPublished - 2010

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