Southwark Council is about to start redeveloping the Aylesbury Estate, one of the most disadvantaged council estates in Europe.
The London estate was the site of one of Tony Blair's first speeches as Prime Minister, when he made its 7,500 residents or 'forgotten people' a symbol of New Labour's determination to tackle social inclusion.
Hill & Knowlton has been given a year's contract to handle media and stakeholder relations for the Creation Trust, a resident-led charity overseeing the physical and social changes to the area.
The agency has put together a joint corporate and public affairs team led by corporate comms director George Godsal. The team will be responsible for raising awareness of the charity among media, stakeholders and residents to bolster support for the regeneration programme. It will promote key activities and projects with the aim of positioning Creation as the residents' voice.
'Getting comms right is key to the success of the regeneration programme and critical to changing the lives of the residents on the estate,' said Creation's interim CEO Steve Pearce.