A report published last week by the UK’s Charity Commission commended the financial management for London’s proposed Garden Bridge. It is the latest potential pitfall negotiated for a placemaking project that has required meticulous communications delivery.

In many ways, the Garden Bridge is an archetypal placemaking project. From its inception, it has been conceived as a destination for people to visit, spend time and attend community events. However, its management company, the Garden Bridge Trust, has also had to deal with passionate opposition and deliver reactive communications, unlike most other placemaking projects.

Complaints have been levelled that it is overly expensive, that it will block views of St. Paul's Cathedral and that it will be closed at night. Whatever the rights and wrongs of the project – and there are arguments both for and against it – its communications team has been put in an individually challenging position.

As part of our ongoing research into placemaking communications, we asked the Garden Bridge Trust how it approached its communications in light of this. Here’s what a Garden Bridge Trust spokesperson had to say:

“The communications strategy has had to be flexible given the changing nature of the project. There has been a change of London Mayor and Government since the Trust was set up to deliver the project for Transport of London (TfL) and an allocation of public funds from Department for Transport and TfL.

“Our primary aim is to provide factual information about the project and to dispel the hearsay and false allegations. For example, there has been confusion around the opening hours, the amount of public money involved, the financial management of the Trust and transport benefits. All of these points have been addressed. We have achieved this through constant correction of inaccurate information using our website Q&A and social channels. We have also been galvanising support for the Bridge through our website sign up module, which allows users to leave a message of support.”

On advice about communications for other placemaking projects, the spokesperson said: “It is important to develop good relationships with stakeholders and ensure effective communications on project progress. Displaying clear and accurate information across all channels to ensure the risk of misinterpretation is minimised, if they do occur then you must challenge them.”

Assuming it comes to fruition, the planned bridge will stretch for 366 m (1,201 ft) across the River Thames, providing both a new means of crossing the river and a new destination at the heart of London for people to relax, meet friends and admire the planting. Designed by horticulturalist Dan Pearson, this will comprise 270 trees, around 27,500 perennials ferns and grasses and 72,000 bulbs, all based on London’s horticultural history.

Source & images: Garden Bridge Trust

As an expert in placemaking communications, Active Profile seeks out inspiring projects from around the world for insight and commentary. There's more detailed info about placemaking in our ebook Effective Placemaking Communications For Your Mixed-Use Development, Volume 1: Explore, which you can download for free.