A COMMUNITY labelled Europe's largest council estate is hitting back against its `outdated' bad reputation - with an image overhaul.

Wythenshawe, in south Manchester, has been notorious for its poverty, high proportion of council housing and unemployment rate.

One ward - Benchill - was ranked the most deprived place in the country in 2000.

But the image of Wythenshawe is out of date, according to a council scheme to re-brand the maligned district.

Manchester council has launched a £30,000 image campaign to highlight more than £600m investment in Wythenshawe over the past decade.

Some of the district's 66,000 residents feature in posters advertising the jobs, skills and green areas that the area boasts.

Recognise

Council leader Sir Richard Leese said: "The people of Wythenshawe deserve an image that reflects where they live and the strides that have already been taken in regenerating the area.

"A poor image of where you live can be detrimental to individuals, communities, business and sustainability.

"This is not about glossing over Wythenshawe's problems and we recognise that it still faces many challenges. We all need to look to the future and to a successful Wythenshawe."

The campaign aims to dispel the myths and stereotypes around what was considered a blemish on Manchester.

More than 45 per cent of homes are now privately-owned - meaning it no longer deserves its `biggest council estate' title, the council said.

About 3,000 new homes have been built in the last 10 years and the average price of a three-bedroom house has risen from £50,000 in 2003 to £140,000 last year.

Wythenshawe is in the middle of the so-called `doughnut ring' of affluent districts, such as Hale and Didsbury. But it is pulling its weight by providing jobs and services through Wythenshawe Hospital, Manchester Airport and large business parks, the campaign argues.

Medals

Schools such as Newall Green High are benefiting from refurbishments and new facilities. Investment will also encourage pupils to stay in further education, the campaign argues.

One proud Wythenshawe resident, who features in the campaign, said winning two Paralympic medals for running was thanks to his home town.

Ian Jones, 18, brought two bronze medals home to Stancliffe Road, in Wythenshawe, after the Beijing Paralympics this year.

The gold-medal hopeful, who trains at Wythenshawe's Forum - a refurbished facility that includes a leisure centre, library and café - said: "I'm really happy to be training at the Forum - it's local and they have good facilities.

"I'll be using the gym and the pool will be an important part of my training as I get ready for 2012. Everything I want is here."

Ian, who has a foot condition which causes cramps and twisting, won medals in the 200m and 400m sprint events.

He hopes to take gold in 2012, by beating tough competition from double ambutee Oscar Pistorius, known as the Blade Runner.

The council's Real Lives campaign, funded by the council, Wythenshawe Forum Trust, Parkway Green Housing Trust, St Modwen and Marketing Manchester, is launched today.

An exhibition and short film will open at the Wythenshawe Forum tomorrow. For more information, call 0161 935 4000.