This paper discusses how the critical elements of ‘developing relationships’ and ‘understanding emotions’ within a social marketing framework can be used to influence local government strategy and communications aimed at improving community cohesion and addressing negative myths. Under New Labour, community cohesion became a national and local priority. This is a case study of how one local authority — The London Borough of Barking and Dagenham (LBBD) — has addressed this issue by taking a social marketing approach. The paper also briefly discusses the ‘tone of voice’ adopted by LBBD in response to extensive insight work before outlining an innovative staff training programme. Most frontline staff have now participated in this programme, and the authors are currently evaluating its effectiveness in improving communications and cohesion within the community.
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