Shifting Public Perceptions

Tonight's event represents a real milestone in the development of an innovative project of which I am very proud. The project has taken the best part of a year from it's conception, through to its planning and production. Yet, in that time the rationale for the venture has remained remarkably consistent. That rationale can be summarised as follows:

Key note speech by Bill Coomber (Corporate Equalities & Diversity Adviser: Barking & Dagenham Council) at the 'Shifting Public Perceptions' Premiere of the Council's Cultural Diversity Films (25 October 2002)
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Tonight's event represents a real milestone in the development of an innovative project of which I am very proud. The project has taken the best part of a year from it's conception, through to its planning and production. Yet, in that time the rationale for the venture has remained remarkably consistent. That rationale can be summarised as follows:
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	The application of multi-media to the.fulfilment of the Council's statutory duties.
	Communication with our local community in a simple, highly visual and very effective way.

	To extol and reinforce the benefits of increased diversity for our locality.
	To seek an innovative solution to the stubborn reputation problem that Barking & Dagenham Council has with regard to equalities and diversity issues.

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Just over a year ago I was faced with a substantial problem. How could a Council like ours, that had come very late to the equalities agenda and lacked the solid prior policy and practice of other local authorities, respond to the new statutory duty to promote race equality. More specifically, how could we deliver an agenda that required extensive engagement with all communities in Barking and Dagenham. I was acutely aware that the Race Relations (Amendment) Act 2000 would be particularly challenging for a local authority coming from our point of development, but that we needed to respond positively, project the right messages, be inclusive and get it right! I become convinced that the answer to this problem was that the Council needed a special vehicle; one that would allow us to be pro-active and take the initiative. A vehicle that would enable us to communicate positive messages in a subtle but powerful way and commence a meaningful discourse with local people on diversity issues. On another level, it would also be deployed to dispel many of the stubborn myths about the Council and project the message regionally and nationally that Barking and Dagenham Council are serious about the equalities and diversity agenda. You will see the three short films tonight and they are:
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	The Costermonger
	The Big Band
	The Rainbow

Each of the three has a different focus, but they are all complementary in the sense that they have the same underlying themes. I would argue that there are three unifying themes and they are as follows. Firstly, diversity is an asset and a bonus to any locality. Secondly, it is not a problem to be tolerated, accommodated or dealt with. And, finally, the fact that the diversity of humanity is real, positive and something to be acknowledged and celebrated. In that sense, the formative influence for these films is something more than a traditional multi-culturalism, it is far more pro-active, challenging and engaging. These films are motivated by a 'Philosophy of Difference.' But what do I mean by a Philosophy of Difference? It is an approach that is totally inclusive and rejects enclosure of any kind; it challenges the legitimacy of all excluding assumptions and modes of thinking. It opposes the negative type of thinking that privileges and sees strength in homogeneity over difference, sameness over uniqueness and conformity over divergence. The philosophy of difference is the antithesis of thinking that imposes rigid social constructs upon the rich diversity of humanity; social constructs to which we are expected to conform if we wish to accepted. It is the prevalence of this negative thinking that has given rise to the binary oppositions between male/female, white/black, able bodied/disabled, straight/gay, in which the former is seen as some how superior and the latter subordinate. The philosophy of difference turns away from these false social constructs and recognises the true richness and diversity of humanity in all its forms. It also recognises the fact that identities are not fixed, but rather historically fluid and changing. It is this thoroughly inclusive perspective that strikes at the very heart of the racist and fascist rationale, with its exclusivity and its non-historical myths around racial supremacy, ethnic purity and nationhood. The philosophy of difference is a 21st Century outlook that maintains that the hope and the future for humanity lies in embracing diversity in all its many forms. Because, make no mistake, history proves that if you reject difference it is only a short step to actually move to eliminate it. This is the key lesson of the last century, with its associated horrors of the holocaust, the gulag and ethnic cleansing. Three barbaric historical examples of the move to eradicate difference and impose homogeneity. Today, as people's identities change, as communities change, as the very concepts of belonging and nationhood are re-defined, this concept of difference must take on an ever increasing significance in informing and guiding the process. Our immediate task must be to energetically and pro-actively use the films to engage to attempt to build a communal consensus on the value of diversity that unites the majority and isolates those that seek to promote hatred and division. This is both right and consistent with our duty to promote race equality and our power to promote the social, economic and environmental wellbeing of the borough. Producing the films is but one half of the equation. The other side is the practical delivery programme. So far, I have developed a delivery programme that is both generalist and targeted. These include:

	A local advertising/poster campaign
	London Underground poster sites
	JC DeCaux sites
	A six match deal with West Ham Utd FC
	The roll out of the films to Council staff
	The roll out of the films to partner organisations
	Work with Schools and Colleges
	Diversity events in all secondary schools

It aims to raise general awareness, promote engagement with the community and undertake targeted work with specific groups such as young people. This is the first stage implementation programme and we will be working on a second stage that further exploits the huge potential of the films. I think that it is an axiom to state that Barking & Dagenham is a changing Council. There is solid evidence of this on numerous different fronts. But no where is this more true than with regard to equalities and diversity. In the last two years, we have undertaken extensive work on the equalities and diversity agenda within our borough. Our achievements include: obtaining a clear policy commitment, as expressed in our new Comprehensive Policy Framework; the publication and extensive consultation upon our Race Equality Scheme (RES); working towards the generic Equalities Standard for Local Government; making real strides in obtaining a more representative workforce; working on community cohesion; and the mainstreaming of equalities and diversity in to key agendas such as Best Value, the Community Strategy and the Neighbourhood Renewal Strategy (NRS) These films send out a strong message that Barking and Dagenham is a modernised, forward thinking local authority, that seeks to achieve its objectives in new and innovative ways. Equalities and diversity is absolutely integral to that process of modernisation and innovation, whether in terms of the delivery of quality services, employment, contracting/procurement or community leadership. I would like to conclude by expressing my gratitude to the staff at TLMH and the production team. In particular, I would like to thank Steve Nesbit (Director), Eve Hawking (Producer) and Stacey Allard (Production Manager) for their work. Steve was the creative font for the films and really gave substance to my original specification for a multi-media project; whilst both Eve and Stacey worked tirelessly, for long hours, organising and pulling in the resources, both human and technical, necessary to make the project happen. Also, I would like to thank all of those individuals and organisations that contributed their time, expertise and equipment at no or minimal cost. They did it because they believed in the project and the statement that we were trying to make. I have great respect for the people at TLMH and would give them the highest possible commendation for their work. Indeed, earlier I used the metaphor of a vehicle, and if I could take that further, I would have to say that when I first conceived of the project I was thinking in terms of something akin to a Vauxhall Astra. As the project progressed my expectation went up and I thought more in terms of a Mercedes or BMW. But, as I think you will agree when you see the films, TLMH have delivered a Roll Royce of a project and for that the Council, and the community that we serve, are very grateful. All that remains now is to introduce the films. You will be seeing four films in total. The three shorts and the EPK film which is the 'making of.' All three films are unique and have a slightly different emphasis: 'The Costermonger,' takes the traditional East End figure of the Street Trader who recognises the value that diversity has added to the life and economic activity of the local market and the area generally. It is the most dialogue based of the films and provides a figure that local people are able to easily relate to. 'The Big Band' uses the medium of popular music and highlights its relevance as a force that unites people and transcends barriers of class, race and national identity. It is the most exciting and dynamic of the films; and 'The Rainbow' focuses upon the lack of prejudice amongst young children in the school play ground. The Rainbow in the title not only represents the different ethnicity of the children, but is also a symbol of hope for the future. I would argue that this film is probably the most visual and stylish of the three. The EPK is an additional film that gives a feel of the vibrant and energetic atmosphere on set during the shooting of the films. It also includes interviews with some of the actors and crew, including Billy Bragg and Billy Murray. So all that remains is to view the films, I hope that you enjoy them as much as we enjoyed making them. Bill Coomber – Corporate Equalities and Diversity Adviser, London Borough of Barking and Dagenham Bill Coomber has worked for the London Borough of Barking and Dagenham since June 2000 - first as a Corporate Policy Adviser and since February 2002 as the Council's first Corporate Equalities and Diversity Adviser. Bill developed the Council's equalities and diversity (E&D) policies, strategies and structures, including the establishment of a Corporate E & D Steering Group, development of a Corporate E&D Framework and publication of their first Race Equality Scheme (RES). He conceived and commissioned the 'Shifting Public Perceptions' Project, on behalf of the Council, specifically to assist in fulfilling the new statutory duty to promote racial equality and progress the equalities and diversity agenda locally. Bill has been in local government for 16 years and in that time has worked for GLC (1984-86), LFCDA (1986-87), Association of London Authorities (1987-90), Camden Council (1990-91), Hammersmith & Fulham Council (1993-94) and Haringey Council (1994-2000.) For two years (1991-93) he worked as an independent consultant, with a special interest in equalities and voluntary sector issues. Bill was born and grew up in West Ham, in East London. He was educated in Newham schools and attended Queen Mary College; University of London (1980-83) and Greenwich University (1997-1999). He holds a BA (Hons) in History and Politics, a PG Diploma in Politics and an MA in Political Philosophy.