Elephant & Castle
The £1bn regeneration of the Elephant and Castle is one of the largest redevelopment schemes in the UK. In addition to the challenges expected in any regeneration, the Elephant & Castle had an extra hurdle to clear, the failure of an earlier, much celebrated, regeneration plan.

Southwark Council turned to Kallaway for counsel and activity to win support for the new programme. Kallaway worked with Southwark to develop a new brand identity, strengthen relationships with local media, improve relationships with the Elephant & Castle community and reengage developers in the investment potential of the area.

Regular local press briefings kept journalists informed and addressed key issues. In meetings with editors and journalists in the commercial sector, spokespeople emphasised the investment potential of the Elephant & Castle. The resulting coverage explained the evolving plans and illustrated the Council’s new approach

Kallaway initiated an outreach and direct communication programme to local residents explaining the plans and asking for views. The plans and three month public consultation were launched in a three-day community event involving musicians and performers drawn from the area’s ethnic mix. Media coverage was achieved throughout the professional press and across London. Newsletters, direct mailings and local press adverts provided further information and encouraged people to discuss the plans with Council staff.

At the close of the public consultation, 80 per cent of respondents expressed their support for the plans, providing a platform for the Council to move ahead with the regeneration.