The fact that a Republican candidate for Congress used a picture of Jaywick isn’t funny - it’s devastating

Jaywick was born out of a culture of working class proprietorship and the hope of reclaiming land for the masses. These progressive and radical ideals are some of the reasons why I hold my Essex heritage so close to my heart. But something's gone wrong

The small town of Jaywick, on the Essex coast, has rather bizarrely found itself catapulted into public view this week. In news that could only seem normal in 2018, a Republican candidate for the 11^th congressional district in Illinois in the US mid-term elections has used Jaywick, of all places, as a warning to US voters.

The advert, ran by Dr Nick Stella, depicts an omniscient billboard hovering over empty, desolate and impoverished streets. It insinuates that this could be the future of the US state if it elects democratic candidate Bill Foster. Accompanying the imagery, text reads: “We can’t go back to foreclosures, unemployment and economic recession” and “only YOU can stop this from becoming a REALITY!”

Though, as only-in-America ridiculous as this advert seems – and as easy as it is to laugh off – the existence of this advert is deeply concerning. We can make out that the Americans are bonkers for painting such an unfair portrait of coastal Britain, but the photographs display what is a grim reality for over almost 5,000 people in a town just two hours from central London.

Jaywick was named the most deprived neighbourhood in England in 2010 and 2015, according to the government’s deprivation index. Theresa May’s Conservative Party might be claiming that austerity is over, but places like Jaywick are a devastating example of what happens when an area is financially neglected for generations.

As an Essex native, I often find myself defending my heritage. Having gained notoriety in popular culture for The Only Way is Essex, its association with UKIP and, most recently, being one of the highest Leave voting areas in the EU Referendum, that’s not always the easiest task.

Jaywick lies on the northeastern coast of Essex, a coastal town that has been battling cultural, economic and political tensions for almost a century. The town was a post-industrial vision born out of the idea that anybody should be able to own a piece of land. These developments came to be known as “Plotlands”. In plotland developments there was originally no roads, electricity or sewer systems. But as a product of its age, built on a culture of post-war self-sufficiency, Londoners flooded to the seaside to purchase a small plot and make a slice of the seaside their own.

This vision from the past seems rosy, utopian and certainly a radical departure from the imagery we see in this advertisement. Yet quickly, the dream began to unravel. Plotlands, which were originally supposed to be holiday homes, became in demand during the post-war housing crisis and people descended on the area to live permanently. An area called the “Brooklands” – a vast plotlands development of permanent homes – emerged to address this demand. With its high density of chalets in close proximity to the sea, this area was viewed by some as both a safety and environmental concern. But instead of helping to give security to residents through investment, successive councils used these concerns to neglect the area. In such circumstances, marginalised groups often vacate areas, but to the surprise of local authorities Jaywick’s substantial population remained, spiralling into poverty and disorder as the area became more dilapidated.

Soon boarded up cafes and businesses became the norm and the people of Jaywick got used to being ignored and forgotten. While the neighbouring town of Frinton-on-Sea was positioned as one of the county’s prized areas, Jaywick became the target of unending hostility and austerity from local authorities.

‘Jaywick Special Needs: Roads, Lights, Supermarkets, Gas, Pub, Jobs, Shops, Pavement and dreams’, a handmade sign on a resident’s window in Jaywick (Tom Thornton ) (Tom Thornton)

Jaywick was born out of a culture of working class proprietorship and the hope of reclaiming land for the masses. These progressive and radical ideals are some of the reasons why I hold my Essex heritage so close to my heart. But as you drive along the sea front today, the devastating lack of public services and investment has brought pain to this vision. It is telling that the last time this town hit headlines was when residents took part in Channel 5’s poverty porn welfare exposé Benefits by the Sea.

Dr Stella’s advert might seem ridiculous, but it’s not a lie – Jaywick still is deprived and this shames us all. Since the picture used in his advert was taken, Essex County Council has completed a £6.5m investment to improve the roads and drainage systems in Jaywick, a much needed step. But what does it say about us that we’re happy to be outraged at an American politician bashing a British town, but won’t face up to the shocking levels of deprivation faced by its residents?

I recently took a trip to Jaywick and came across a hand written poster in a resident’s window, it read: “Jaywick Special Needs: Roads, Lights, Supermarkets, Gas, Pub, Jobs, Shops, Pavement and dreams.” I hope that by the next time this misunderstood community is in the spotlight it has received the respect, infrastructure and funding that it so badly deserves.