“LCA enabled us to reach a huge range of stakeholders at a wide variety of levels which led to the station campaign being followed in the local press and online. The 6,300 signatures enabled us to demonstrate that there was a need and demand for a station in an area which lacks public transport infrastructure.”
While featuring in plans for the East London line extension, a question mark over the Surrey Canal Road station’s viability led to uncertainty about whether it would be built. In mid July 2009, LCA were commissioned to set up an official Surrey Canal Road Station campaign to convince transport officials that investment in the station would be vital to the planned regeneration of the area.
LCA established a campaign group to co-ordinate the efforts of high profile supporters Joan Ruddock MP, Lewisham Deputy Mayor Heidi Alexander and chair of South London Business Sir Bob Scott. LCA then worked with a design agency to develop a strong logo and visual identity for the project.
Demonstrating a groundswell of local support was vital to the success of the campaign so LCA utilised all communication channels available to reach potential supporters and persuade them to sign a petition. A campaign website provided an important source of information and in conjunction with a Facebook page drove supporters to an online petition. LCA also established stakeholder database consisting of almost 300 key local community groups and influencers and sent them a letter and leaflet which doubled up as a poster which could be put on display to the public. As Millwall Football Club would be an important beneficiary of the new station, LCA worked with the club to garner fan support, distributing hundreds of leaflets, canvassing for signatures on match days and organising for a tannoy announcement at Millwall home games.
This activity was supported by a proactive media campaign using the campaign’s prominent spokespeople for photo-led stories, interviews and letters sections. Meanwhile pressure on the Mayor of London Boris Johnson to get behind the campaign was maintained throughout by regular questions being tabled by supportive Assembly Members Caroline Pidgeon, Darren Johnson and Valerie Shawcross.
By late 2009 the campaign achieved almost 6,300 signatures on campaign both online and in hard copy form, 152 Facebook members and 13 pieces of press coverage.
LCA are now continuing to assist Renewal to make the case for the station to the new coalition Government whilst also advising them on consultation and communications around their wider regeneration plans for the Surrey Canal area. www.surreycanal.com