Fareham Borough Council in Hampshire hired the copywriting services of Briscoe PR to help produce a special edition of its Fareham Today magazine for residents. This award-winning publication highlighted the shortage of new housing in the borough and how the council was working to meet the needs of local residents.
Where Next for Housing in Fareham looked at complex and controversial issues regarding housing developments and the pressure being put on the council to provide for the ever-increasing housing need in the south of England. It was a factual, non-political explanation of the reasons for proceeding with plans for 6,000 new homes and what that could mean for housing and green space throughout the rest of the borough.
Copywriting to meet public sector objectives
The objectives of producing the special edition of Fareham Today were to:
- Inform residents about the external pressures the council faced to allocate land for housing
- Reassure residents that green space elsewhere in the borough could be protected from development
- Inform residents of the reasons for the increasing need for more varied housing stock
- Provide authoritative facts on the project in the face of campaigns and protests from residents close to the development site.
What we did
The team at Briscoe PR used its strong understanding of local authority consultation processes to turn information supplied by the council’s planning team into an informative and engaging magazine for residents.
The Fareham Today special edition, Where Next for Housing in Fareham, was published in November 2015 and distributed to 49,000 homes in the borough. It was also posted on the Council’s website and received more than 1,200 views.
Where Next for Housing in Fareham also received praise from the Chartered Institute of Public Relations (CIPR), winning a Gold Award at the 2016 CIPR PRide Awards for the South of England and Channel Islands.
The judges said: “Fareham Borough Council’s publication stood out for the judges in what was a competitive category. The judges liked the fact there were clear objectives for the development of this publication and that it provided important information in an easy to read and eye-catching way, which was just right for the target audience to absorb all the key messages. This was a visually attractive piece of work with clear presentation of all the facts. Well done!”