Following the closure of the steelworks in Teesside, North‐East England, this paper focuses upon social class inequality and the re‐scripting of place. The study explores local responses to programmes such as Benefits Street and Location, Location, Location filmed in Middlesbrough. The study contributes to transnational debates on urban territorial stigmatisation in three ways. First, by extending the gaze from “spectacular” sites of multi‐ethnic urban unrest, to consider seemingly “mundane” post‐industrial peripheries. Second, by identifying how the recipients of spatial stigma might demonstrate agency through various acts of popular resistance including place re‐inscription. This includes developing alternative narratives of place, through commemorating Teesside's rich industrial heritage, supporting ex‐steelworkers, and challenging governmental stigma and media geographies declaring Middlesbrough to be a “benefits town” and the “worst place to live in the UK”. Third, by considering the unfolding of place as event, where contingency, complexity and unpredictable constellations and re‐inscriptions might emerge.