A HOUSING association’s controversial plan to build a branded village welcome sign has been rejected after residents feared it would increase "council estate prejudice".

First Choice Homes Oldham (FCHO) had asked the borough council for permission to put up a so-called "gateway feature" to mark the entrance to Holts Village in the town.

But local residents banded together to oppose the totem sign – with 124 signing a petition and others contacting the town hall with concerns that it was too large, imposing and "aesthetically unpleasant".

The application for advertisement consent was made retrospectively, as First Choice had already started work on the 11ft tall sign at the junction of Wildmoor Avenue and Lees New Road.

They had been forced to cover it with blue plastic while they waited on a decision by the planning committee, with officers recommending it for approval.

But Holts village resident Joanne Horton told councillors that the addition of the plastic and brick structure would make it harder for residents trying to fight prejudice against the estate.

“Myself and my neighbours, particularly my neighbour’s daughter have faced stigma as a result of living on what is already known as a council estate,” she said.

“We fear the branding of the estate in this way will lead to further stigma and prejudice. We see no benefits to residents from this structure.”

Ms Horton added it could become a target for graffiti, vandalism, anti-social behaviour and crime which she said had already occurred on similar features in the area.

“No justification has been given as to why such unnatural and environmentally damaging materials were chosen. The sign is intrusive and a distinct deviation to the surrounding landscape,” she told the meeting.

“It is an unwelcome, unsightly and out of place and misleading advertisement which serves no purpose to the community in this location.”

But Wayne Shorrocks, project officer at FCHO and designer of the gateway, said residents had been canvassed about the project and almost 60 had expressed support.

He said: “First Choice Homes are investing over £2 million in the regeneration of Holts Village, this financial commitment is designed to uplift the community for all within giving pride and encouraging shared wellbeing.

“This gateway is also being rolled out as a new way of encouraging people to be proud of their communities and supporting building stronger communities.

“It is still our view that it is not an advertisement.”

Alexandra ward Councillor Jenny Harrison also spoke against the application, telling members she was ‘aghast’ First Choice had not sought planning permission before starting to build.

“There are many ways of strengthening communities, it doesn’t need signs like this,” she said.

“Not every single person was against it, I’ll admit that, but the vast majority were against it. It’s already made that corner look ugly and an eyesore.

“It’s being compared with lampposts, lampposts are there to light our streets, to keep us safe. This is there to draw people’s attention so it can’t be compared.

“It’s a blot on an otherwise pleasant landscape that does have these beautiful views. It wouldn’t be an enhancement.”

Conservative Cllr John Hudson added: “It will be one more thing to vandalise and I do think it spoils the openness of the thing. I can’t find anybody who really likes it.

“They do need help in these areas, but this isn’t the kind of thing that’s going to help them in any way. It’s a silly thing to do.”

The meeting also heard from Cllr Barbara Brownridge, who said the committee should "trust the judgement of the people who actually live there".

A majority of councillors voted to refuse the application and chair of the committee Cllr Steven Bashforth said if their decision was appealed, he would represent the council to defend it.