Further details have emerged following last week’s story about a paid social media advert encouraging Stone residents to take part in a survey about changes to local councils in Staffordshire.
It has now been confirmed that the survey was commissioned by Staffordshire Moorlands District Council, which is gathering views on its preferred model for local government reorganisation – known as Option D – that would see a new North Staffordshire unitary authority created.
The campaign, which appeared under the Give My View brand, is being run on the council’s behalf by Cratus Group, a consultancy specialising in community engagement.
In a statement to A Little Bit of Stone, Cratus said the work “is being carried out through the Give My View platform, which is designed to capture views anonymously and securely. The purpose of the exercise is to understand local perspectives on the Government’s proposals to change the structure of local government in Staffordshire.”
They added that the information collected “will help ensure that community priorities, local identity, and service needs are fully reflected in the development of emerging options.”
When asked why the survey launched without a public press release, Cratus said letters had been sent to Stone Town Council, nearby parish councils and local stakeholders within the proposed North Staffordshire area, inviting them to share the survey. They also confirmed in-person engagement in Stone, including a pop-up stall and visits to local shops and businesses.
What is Option D?
Option D is the model put forward by Staffordshire Moorlands District Council as part of the ongoing discussions about simplifying local government across Staffordshire.
It proposes merging Staffordshire Moorlands, Newcastle-under-Lyme, and Stoke-on-Trent into a single North Staffordshire unitary authority, while also extending the boundary southwards to include Stone, Uttoxeter, and surrounding villages currently within Stafford Borough Council and East Staffordshire Borough Council.
This would mean that many of the services residents currently receive from Stafford Borough Council and Staffordshire County Council – such as planning, waste collection, highways, and social care – would instead be delivered by a new North Staffordshire authority headquartered further north.
The proposal aims to create a unitary council serving around half a million people, linking communities along the A50 corridor and those with commuting or economic ties to Stoke-on-Trent.
Supporters argue that the model would balance population and economic centres, while critics question whether Stone and Uttoxeter share enough social and transport links with the Potteries to justify inclusion.
Local context
Staffordshire County Council and Stafford Borough Council have both developed alternative proposals, each promoting different boundaries and structures. The county council has suggested an East / West split, while the borough council has favoured models that maintain stronger ties between Stone and Stafford.
With several options now being discussed across the county, residents are being urged to read the background documents carefully before responding to surveys or consultations.
Staffordshire Moorlands District Council’s full proposal and supporting information can be found at www.staffsmoorlands.gov.uk/Local-Government-Reorganisation.
8 comments
W.Legg
No. Stoke is a filthy place. Moorlands should be free…from the river to…oh..
Consider Levelling Stoke on Trent.
Full of degenerates anyhow.
Jeremy
Definitely do not want to subsidise stoke on Trent, moorlands is fine as it is, this is a scheme to boost the wealth of the potteries at our expense.
Nick Hackney
I live between Stone and Moddershall but have previously lived in Newcastle-under-Lyme, Stoke (Penkhull) and Leek. A N Staffs authority seems to make sense from an economies of scale perspective, but wonder whether Option D including Uttoxeter and surroundings is extending it too far south east.
W Moore
Do not want to be part of stoke on trent love Staffordshire moorlands
Carl Booth
No ,not at all we will loose our identity and no doubt our costs will go up to subside Stoke On Trent which is what this is really all about at the end of the day
Darren
This is what will happen. 2 councils. Stoke, Newcastle, moorlands in one.
Everywhere else, south staffs, Cannock, east staffs and Tamworth, Stafford borough in one.
It says this is whats getting proposed. BBC red button text on 30th October 2025.
W Moore
Do not want to be part of stoke on trent love Staffordshire moorlands
Kenneth Lindley
Option D