As high streets across the UK continue to struggle, a new short film from Somerset is arguing that regeneration is not only about bricks and mortar, but about how places are talked about.
Recent research shows that 42% of people believe their local high street is worse than a year ago (UKHospitality), while footfall across UK town centres continues to decline year-on-year. Public confidence in local places has been weakened by persistent negative narratives, with perception increasingly recognised as a factor in whether people choose to visit, invest in or feel pride in their town centres.
Against this backdrop, Brick by Brick, a new short film produced and directed by Somerset Film and funded by the Bridgwater Town Deal, offers a fresh approach using community-led storytelling to reclaim language, rebuild confidence and reshape how towns are seen.
At the heart of the film is the phrase “NFB” Normal for Bridgwater. For many years, the term has been used locally and online as a derogatory shorthand, reinforcing negative stereotypes about the town. Brick by Brick deliberately plays with that phrase, turning it on its head to explore what “normal” really means, and who gets to define it.
The film follows two aspiring influencers attempting to go viral by mocking Bridgwater through familiar tropes, only to be challenged by local residents to look again. What unfolds is a portrait of a town defined not by caricature, but by creativity, heritage, independent businesses and a strong sense of community, reframing “Normal for Bridgwater” as something distinctive, human and worth celebrating.
While rooted in Bridgwater, the project is positioned as a model for towns and cities across the UK that are grappling with long-standing negative perceptions. Supporters argue that repeated narratives of decline can become self-fulfilling — discouraging footfall, damaging local morale and undermining wider regeneration efforts.
Jeremy James, Outreach & Events Manager at the Bridgwater Town Deal, said:
“Every town has labels attached to it, and often they’re not fair or helpful. ‘NFB’ has been used for years as a put-down, but Brick by Brick shows how powerful it can be when a community takes ownership of that language and flips it into something positive. Every place has challenges, but every place also has brilliant people and stories that deserve to be heard.”
The film aligns with growing recognition that civic pride and place identity play a critical role in town centre recovery. When confidence in a place is low, fewer people choose to spend time there. Brick by Brick argues that changing the conversation, alongside physical regeneration, can help break that cycle.
Deb Richardson, Creative Director at Somerset Film, said:
“This film isn’t just about Bridgwater. It’s about how stories shape places. ‘Normal for Bridgwater’ has been used as a negative for a long time, but when you really look at what’s normal here — strong community ties, creativity, diversity, humour, people who care deeply about where they live — it becomes something to be proud of. That idea resonates far beyond Somerset.”
Alongside the film, the Bridgwater Here and Now platform provides a practical outlet for this narrative shift, spotlighting local events, businesses and cultural activity. Together, they form part of a wider effort to animate the town centre, strengthen civic pride and encourage residents and visitors alike to see Bridgwater differently.
By reclaiming “NFB” and placing local voices at the centre of the story, Brick to Brick demonstrates how positive, authentic representation can be a powerful tool in addressing the wider challenges facing UK high streets, offering a hopeful, replicable model for communities nationwide.
