A council has given the green light to plans tackle the “mindset and behaviour” of people soliciting prostitution.

Redbridge Council has secured a £20,000 grant from the Local Government Association (LGA) to develop the pilot.

The initiative will aim to change the behaviour of people who purchase sex by taking an “informative approach to tackle attitudes”.

The council is specifically targeting South Ilford, an area it has identified as a prostitution ‘hot spot’.

Leader of the Council Cllr Jas Athwal said: “We’re already doing a lot of good work tackling prostitution in the borough working closely with the police and local community, and have seen a huge decline in on-street prostitution.

“However, it’s equally important to focus on changing the mindset and behaviour of those engaging in this type of practice to ensure a shift in attitude that will help deter local people from purchasing sex to begin with.

“We very much welcome this grant and will put it to good use, building on the excellent work we’ve already delivered by putting initiatives in place that focus on changing people’s behaviour.”

Redbridge has already increased its council enforcement presence in South Ilford, alongside increase police patrols, in Ilford Lane to tackle the issue and help support women, who are often victims of trafficking.

The area has already seen an increase in CCTV and ANPR cameras plus the implementation of a Public Space Protection Order (PSPO), which bans attempts to buy sexual services from another person in a public place.

The PSPO empowers enforcement officers and police to issue on-the-spot fines to those caught breaching the order.