Grappa developed a CSR programme to help West 12 shopping centre foster relations with the community to the north of the shopping centre. We initiated a three-year programme between West 12 and Phoenix High School, which serves over 1000 pupils living in one of the most hard-pressed parts of the borough.

The programme was built around a photographic commission set by West 12 to students aged 15 – 16 years, which we succeeded in embedding into the school’s curriculum. Between 2005 – 2008, students worked on different briefs, each resulting in the design and production of a calendar that is distributed through the community.

The programme won Best Community Relations Award at the BCSC Purple Apple Awards for the profound impact it has had upon the lives of young people involved and the relations established between West 12 and its retailers and Phoenix High School, its students and the broader community. 

Commented Marlene Spencer at Phoenix High School: “The first brief of ‘Life on the Green’, allowed the students to consider the community within which they live. The students completed pre-production work and researched potential locations before embarking on the shoot. This required independent learning skills as well as research and group work.

“Whilst on the shoot the students then had the opportunity of amending their original plans and seeking photo opportunities by engaging with members of the public. This activity provided the school with the opportunity to improve its public image and the students were able to act as ambassadors, setting excellent examples of the maturity and creativity which the teachers see on a regular basis.

“The second brief of ‘Inspirations and Aspirations’ for the 2007 calendar allowed the students to be reflective. With the public and the shopping centre in mind they were able to find many good examples of inspirations and consider their aspirations as they progress through their education.

“The experience provided a boost to the students’ self esteem and increased the desire for a number to pursue photography as a potential career pathway. A real bonus was that it also highlighted other professions such as marketing, retail, leisure industry and print, as they could see the project through from initial brief to production.”

Key outcomes achieved by the CSR programme include:

• Photography being introduced into the Curriculum at GCSE level (previously it was just at GNVQ). This is a major success story for Phoenix.
• Inspiring students to create their own magazine with photography at its core.
• Engaging all students in the projects over all three years, negating absenteeism.
• The creation of a highly credible, creative calendar that promotes West 12 throughout the year to its catchment.
• High level retailer engagement at West 12 with major retailers including Boots, Rileys, VUE commenting that the calendar ‘exceeded their expectations’.