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“Brixton to be renamed East Clapham as part of upcoming rebranding policy”
In the current climate, it just didn’t seem right to start confusing / annoying people with our usual April Fool tricks, so we thought to think about our most successful feat of 2014.
The article was named Brixton will be renamed East Clapham as part of an upcoming rebranding policy and contained the news that Brixton needed to get a new name as “a great way to send a really positive message to developers and investors.”
Digging into the ongoing gentrification process, we were handed a picture of a Brixton tube station called ‘East Clapham’ and compiled a quote from a nonexistent toric councilor named ‘Chuck Munna’ (we think you can discover who we meant!).
“With the demographic change and the changing aspirations of people now living in Brixton, it is only right that the area be given a more appropriate name,” said our Chuck.
We thought we had crossed the top before, but all hell broke loose when we published it, because the article was viewed about 50,000 times in just 12 hours and shared on social networks thousands of times.
The Evening Standard wondered if it was ‘the best difficulty of the day’, but for many, the story was too likely, with much of the 130+ comments added to the page expressing outrage over the decision to rename it.
We later heard that local councilors were getting angry calls about Brixton’s new name (sorry, councilors!), And we lost count of the number of times people stopped at us on the street to tell us about the incredible scheme. Some even refused to believe us when we told them we made it up!
Interestingly, this story is emerging year after year and deceiving new people – proof of the power of fake news!
We apologize to everyone we’ve thought of over the years – it only ever meant for fun, even though we were serious about divisions in the area.
Let’s hope we all get through the current crisis safely and that we can have a good laugh at what we try to fool you with next year.
Read the story again: Brixton will be renamed East Clapham as part of an upcoming rebranding policy.
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