CHANGING the face and public perception of an area for the better is not an easy task - nor one that is tackled without involvement from all corners of the community.
Because of this, the project to reduce crime and disorder and improve the quality of life for residents in the Horsefair and Broadwaters area of Kidderminster is by far the biggest challenge facing the Wyre Forest Community Safety Partnership.
That is the view of Alison Braithwaite, Wyre Forest District Council's lead officer for community safety, health and environmental policy.
She said: "When I became project manager for the area, I knew there would be no quick fixes or easy solutions.
"However, I believed that a joined-up approach with the community to tackle the root causes of the problems, many of which have festered for years, would be an essential starting point for delivering sustained improvements."
The true nature of these problems was revealed in a survey undertaken as part of the comprehensive "Planning for Real" consultation last October, which was aimed at identifying "street level" priorities for tackling crime and disorder.
The project revealed more than 1,000 individual comments relating to night noise, drug-taking, anti-social behaviour, vandalism, the need to clean up the "Horsefair Triangle", and the appearance of shop fronts.
Residents also raised points about traffic calming in certain areas, outreach well-man and well-woman clinics and a neighbourhood advice centre.
And Miss Braithwaite admits that there is a long-term need to break down the "stigma which other parts of the district may associate with the area".
The Broadwaters ward - split, for the purposes of this project, into two geographical areas - has been identified as having "disproportionate levels of crime, disorder and social deprivation".
Following analysis of the "Planning for Real" findings, a partnership was set up in March to tackle the issues raised - with a clear mandate to avoid duplicating the effort of the "very good community activity already happening".
And because of the sheer number of partners and agencies involved, it was decided to split into three "workstreams", each with a project leader and a multi-agency project group.
The "quality of life" workstream has been busy as it bids to tackle the negative image of some areas of the ward.
Litter picks were arranged in April for Horsefair and July for Broadwaters, while a "dog fouling team" has been spreading the word about the Dogs Fouling of Land Act 1996.
In addition NEAT - Neighbourhood Environmental Action Team - has launched a "green pledge" plan. Residents can promise to do their bit, for example, by recycling bottles.
One of the most visible signs of the partnership's efforts is the production of a comprehensive directory of services available throughout the ward following an audit of community groups.
"The list of groups the audit currently highlights is overwhelming and again demonstrates the community's aspirations, motivation and energy to provide services," Miss Braithwaite said.
"There is a lot going on and it has shown several groups didn't realise they were offering the same services as others."
Residents will be able to consult the directory at a range of public places including pubs, schools and post offices.
Plans are also afoot to produce a Horsefair and Broadwaters Newsletter and expand facilities at the Horsefair Family Centre.
And finally, the crime workstream is currently developing projects to tackle drugs, fear of crime, burglary and anti-social behaviour - crossing paths with several of the other action plans in the Wyre Forest Community Safety Partnership.
However, a recent bid for Government funding for a Neighbourhood Warden scheme in Broadwaters was turned down.
Miss Braithwaite said: "We recognise that unless our efforts in attracting Government funding are successful, our ability to meet certain targets will be limited.
"Attracting external funding to resource projects has been minimal, as the Wyre Forest district is often seen as attractive and benign - hence pockets of deprivation and need, like that of the Broadwaters ward, are not separately recognised."
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