Off benefits and into work - The Northern Way breaks the cycle in Merseyside

Princes Park in Liverpool and Birkenhead on the Wirral are to become the latest areas to benefit from multi-million pound Northern Way initiatives to drive down the number of people claiming Incapacity Benefit in the North.

The Northern Way, a collaboration of the three regional development agencies in the North, aims to bring 100,000 people currently on benefit back into work by 2014 to help close the £30 billion output gap between the North and the average for England.

Although unemployment rates in the North are in line with the UK average, the proportion of people claiming Incapacity Benefit is much higher.

Pilot projects already launched in Knowsley, Merseyside, and Easington, County Durham, are already reporting success and initiatives in a further eight areas are planned.

The first of these is targeted at supporting the 3,000 benefit claimants in the wards of Princes Park and Birkenhead, and promises to help raise income levels, improve quality of life and revitalised local economies.

Steven Broomhead, Chief Executive of the Northwest Regional Development Agency (NWDA), said: "Improving employment rates in areas with high levels of incapacity benefit claimants is absolutely crucial to the economic growth of the Northwest and the North as a whole. Through providing targeted and relevant support to help unemployed people in these areas get back into the job market and improving their career prospects through driving up levels of training and developing skills, this project will make a real difference to the lives of many on incapacity benefit.

"The NWDA is committed to tackling the issue of worklessness throughout the Northwest and creating opportunities for all the region's people to find employment. This project highlights the innovative approach that is being taken to help achieve this that will improve the economy of the both the Northwest and the whole of the North."

Charlotte Carpenter, Interim Director of Implementation of The Northern Way, said: "Our people are our most valuable economic asset, so we must find new ways to bring more of them back into work to help the North prosper and fulfil its potential.

"This initiative in Merseyside is a great example of The Northern Way's targeted approach to tackling this issue and we look forward to the seeing the results of the hard work that is to be undertaken."

Hollyoaks star Carly Stenson, who plays Steph Dean, will help launch the Birkenhead project on Tuesday, December 12, at the Laurie's Centre in Exmouth Street. Fellow cast member Ashley Taylor Dawson, who plays Darren Osborne, talked to advisers, local employers and some of those hoping to get back into work at the launch of the Princes Park initiative in James Street on Wednesday, Dec 6.

The Northern Way is funding work by local 'welfare to work' jobs company Reed in Partnership to reach 1,100 of the people on Incapacity Benefit in the two areas. In the next 12 months it aims to help 250 of them into a job of their choosing, 150 into training to improve career prospects and ensure 250 are better prepared for work.

The programme is entirely voluntary, with long term benefit claimants being referred by Jobcentre Plus to a team of advisers. The team will work with a range of partner organisations including training providers and those specialising in finance, health, mobility and skills to help break down employment barriers.

Tom Millar, Northern Director of Reed in Partnership, said: "The targets set by this initiative represent tough challenges. But success would mean hundreds of local people move off dependence and low income benefits and into jobs which are suited to them, chosen by them, and give them a much higher income and quality of life.

"On average, people who move from Incapacity Benefit to work double their income. Imagine the impact that will have on local families and economies of Princes Park and Birkenhead - the potential is there for transformation."

The two wards to be supported by the initiative have a high density of black and ethnic minorities and particular attention will be paid to establishing new approaches to tackle any specific issues in these communities. The team will also be charged with tackling the deep-rooted cultural barriers faced by families where two or three generations have never worked.

Ends

Notes to editors:

The Northern Way is a unique collaboration led by the three Northern Regional Development Agencies (One NorthEast, Northwest Regional Development Agency and Yorkshire Forward) working with partners to close the £30 billion output gap between the North and the average for England over a 25 year period.

With a population of 14.5 million the North is equivalent to a medium-sized country (such as Sweden) with a large internal market. Its economy is worth in excess of £200 billion.

The North has undergone a period of revival over the last nine years. Its economy is now stronger than at any time in the last 40 years and employment is at a post war high. Local authorities and RDAs have led the revitalisation of our regions, cities, towns and local communities.

For further information contact Gardiner Richardson:
Sarah Banks or Laura White on 0191 261 4250 or sarahb@gardiner-richardson.com / lauraw@gardiner-richardson.com

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