Council estates are often burdened with reputations that their communities don’t have the opportunity to change. Pride of Place’s core aim is to give back ownership to these communities. PoP is an initiative to champion the invisible trading of favours rooted in our culture through the mechanism of a national competition. It incorporates social capital as a form of currency to keep the local economy prosperous by involving local businesses. The service is supported by Community Values, an 8 player game that teaches the participants how the elements of PoP work by stepping into the characters' shoes and uncovering their stories.