Page last updated at 18:51 GMT, Monday, 20 October 2008 19:51 UK

Council estate gets PR makeover

Aylesbury Estate, Southwark
The Aylesbury Estate is home to more than 7,500 people

A leading international public relations firms has been drafted in to improve the image of a council estate in south-east London.

Residents groups have hired Hill & Knowlton to work on the image of the Aylesbury Estate.

The site in Walworth is being transformed under a 2.4bn redevelopment scheme.

Tony Blair chose to make his first speech as Prime Minister on the estate, vowing to tackle blighted inner-cities.

Steve Pearce, chief executive of The Creation Trust which works with residents and tenants on the estate said: "I don't think this is a tough PR job.

The Aylesbuy Estate is due to be bulldozed and transformed into a stylish place to live

"There's a fantastic story to tell about the change that's happening in Aylesbury and we think it's important we get that message out."

Built in the late-1960s, the estate covers 285,000 sq m and is home to more than 7,500 people.

It will be replaced with a mix of around 5,000 rented housing association properties and private homes over the next 15 years.


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