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Community Cohesion in the London Borough of Barking and Dagenham

  • Matthew Wood
  • Julie Fowlie
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    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.

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    Article provided by Taylor and Francis Journals in its journal Local Economy.

    Volume (Year): 25 (2010)
    Issue (Month): 4 ()
    Pages: 293-304

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    Handle: RePEc:taf:loceco:v:25:y:2010:i:4:p:293-304
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