Longnor: evaluating a creative and ‘whole village’ approach to reducing loneliness

Written by Dana Jundi, our Senior Associate and Supporting Director

This is a story of how a community-led, holistic approach turned a shared experience of isolation into a story of Togetherness in a rural community. We all have something to learn from the spirit of Longnor. 

The backstory

Nestled in the rolling hills of the Staffordshire Moorlands lies the picture-perfect village of Longnor. In many ways, Longnor is a warm, welcoming and close-knit community - a beating heart for surrounding villages and hamlets (albeit just a few hundred people in population). Yet behind the curtain of idyllic landscapes and picturesque views, the residents of Longnor are contending with the realities of rural life. 

Like many rural communities, Longnor host a lot of loneliness. People’s lives are shaped by limited transport, vanishing community spaces, and the health and mobility challenges that come with an ageing population. It’s also very seasonal. As the quiet Winters draw in and the holiday lets sit empty, the village retreats into the stillness. Longnor Open was a way to bring a new sense of momentum, using creativity as the spark to draw the community back together. 

Longnor Open was a project that set out to reinforce the village’s existing social fabric, with the idea that creativity and imagination is the most powerful tool in fostering connection. Inviting the whole village on this creative journey is what made it so special. 

The Longnor Open project and how it unfolded

Longnor Open was a remarkable team effort by OUTSIDE Arts, Longnor Action Group, Staffordshire Moorlands District Council, and Civil Society Together. We supported at the outset as part of our Steps to Togetherness movement, and then we were brought in as evaluators. 

The journey began with a simple shared vision. We ran a tailored Building Connections training session with partners and with community leaders, which included the headteacher of the local primary school, the district council’s Communities Officer and local residents. The Building Connections training was delivered as part of the Steps to Togetherness movement, which introduced the Steps to Togetherness concept. Based on the shared understanding we built, the key players co-created a shared vision. Providing this shared language meant that every resident felt they were valued and had a seat at the table.

Longnor Open’s activities were accessible and low-pressure. There was a variety for residents to choose from, so everyone could participate in a way that was meaningful and natural to them.

It all began on the doorstep, literally. Growing kits, made up of a plant pot, seeds, compost and decorations, were distributed to every single household in Longnor. Even the creation and personal delivery of these kits was a special moment where the community came together and took ownership of the project - it became a community event in itself, with volunteers and neighbours meeting in a buzz of activity. One person said it felt “just like Christmas day”. 

What made Longnor Open so special was that it met people where they were and made sure no one was left behind. For residents who were less mobile or who couldn’t open up their gardens, the growing kits allowed them to take part in a way that was manageable for them, providing that sense of belonging even if they were unable to be physically present. 

Emerging artists Hazel and Rebecca led intergenerational workshops to transform Longnor’s stone bus shelter into a community art installation. The joyful curiosity of the children coupled with the wisdom of the older residents was a winning combination, and the resulting “Herbarium of Longnor” turned an everyday structure into a living celebration of identity, community and creativity.  

A series of day trips to inspirational gardens and heritage sites gave residents the chance to spend time together outside the village. These outings planted seeds of creativity and conversation, whilst also building practical confidence. What began as simple trips out became opportunities for connection, friendship and discovering new transport routes. 

Local ceramicist Sue Blatherwick led three hands-on workshops that brought residents together to create a ceramic Welcome to Longnor sign. Each resident made their own tile to reflect what the village means to them, which were later brought together into one collective artwork, unveiled at the Open Gardens event. 

The creative programme culminated in a vibrant and inclusive community celebration - Longnor Open Gardens 2025. The sun was shining and the whole village came alive with a vibrant buzz, with beautiful gardens open to all, plant pots perched proudly outside front doors, and the creative pieces displayed from the programme’s workshops and activities, which only made the place feel even more beautiful on a sunny day. Everywhere you looked, you could see smiles, warmth and togetherness - as one resident joyfully put it, “Look around - everyone is smiling!”

One of the best parts was seeing the residents from the over-55s bungalows get involved. They created a painted garden that brought a burst of colour to a part of the village that hadn’t always felt included in big events.

Longnor Action Group was the glue that held it all together. Made up of locals who know the village and its residents, they ensured that the project stayed relevant to Longnor. This genuinely personal and relational approach made the programme what it was. 

Why does this matter now?

For rural communities, where distance, limited transport, and fewer shared spaces can make everyday interaction harder, connection doesn’t just happen these days. Connection needs to be cultivated with conscious effort. It takes intention, time, and opportunities to bring people together, and that connection and sense of belonging is the foundation of our collective wellbeing. What’s more, widespread loneliness provides the perfect conditions for divisive narratives to thrive, because loneliness makes us paranoid, angry and resentful. The current political climate is a space where these narratives are growing, so now more than ever is an important moment to focus on connection within and between communities. 

With the Local Government Reorganisation and the impact that could have on North Staffordshire, projects like Longnor Open should be understood as a godsend that will help to keep rural communities connected. We need the new local government structures - whatever they might look like - to see the value of these creative connections. By keeping this model alive in Longnor, we can ensure it continues to be a place where no one is left behind and where the spirit of togetherness remains the village’s greatest and most beautiful asset.