Save Greensward Green Belt
A community campaign website and objection generation tool built to help residents understand the issue, mobilise quickly and submit formal objections to a major planning application in Hockley, Essex.
Visit live websiteThe Objection Generator went live during the planning application window and helped push through over 1,700 objections, giving residents a clearer and faster way to submit planning-focused responses.
The brief
Save Greensward Green Belt was formed by local residents concerned about a large-scale housing development threatening protected green belt land. The group needed a professional campaign hub that could explain the issue, build trust, keep residents updated and make it easier for people to take meaningful action.
Once the formal planning application went live, the project also needed a practical way to help residents create structured objections without forcing everyone to start from a blank page.
Challenge and approach
- No existing online presence for the campaign
- Lack of centralised messaging and resident guidance
- Residents unsure how to formally object
- Urgency tied to council application timelines
- Need to turn public concern into properly submitted action
- Created a clear, modern campaign identity
- Built a mobile-first website for updates and evidence
- Added clear guidance around the objection process
- Integrated email signup for campaign communications
- Built and launched an Objection Generator for residents
Impact and outcomes
The site became the central hub for the movement, giving residents one place to understand the application, follow updates and take action. The Objection Generator then turned that attention into a practical action flow, helping residents create and submit objections at scale.
- Fully branded, responsive campaign website
- Centralised information and updates hub
- Planning objection guidance
- Email signup flows and campaign updates
- Live Objection Generator for residents
- Over 1,700 objections generated for the planning application
- Hundreds of supporters registered for updates
- Clearer guidance for residents who wanted to object
- Consistent campaign messaging and centralised resources
- Stronger awareness across Hockley and Rayleigh
From concern to submitted objection
The Objection Generator was built to remove friction from the objection process. Instead of asking residents to understand planning language, structure a response and work out what to say on their own, the tool guided them through a short set of prompts and produced a personalised objection letter they could review and submit.
The tool helped residents turn their concerns into clearer, planning-focused objections while keeping the process simple enough for non-technical users.
- Guided residents through a step-by-step objection flow
- Generated personalised objection letters based on selected concerns
- Used planning-aware language and structure
- Gave residents clearer submission instructions
- Helped push through over 1,700 objections during the application window
A website can be more than a brochure.
This project shows what happens when a website is built around action, not just information. The campaign needed credibility and clarity, but it also needed a practical tool that helped residents do something useful at the right moment.
The same principle applies to small business websites: the best pages do not just look professional, they help visitors understand the next step and make it easier to take it.
Need a website that helps people take action?
BITB builds clear, practical websites for small businesses, local projects and community campaigns. Share what you need visitors to do and BITB will come back with a suggested approach.
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