‘The Living Coast’ comes alive!

Events Designation Author - Rich Howorth

The Brighton & Lewes Downs UNESCO World Biosphere Region has just unveiled a new identity for our area as ‘The Living Coast’ – billed as the place where people and nature come together in our world-class environment.

One hundred people came together at a launch event held at Brighton Museum on 15th March to celebrate the fresh new identity, including senior figures from local business, public bodies, universities and the third sector.

Organisations were invited to play their part and show their support by signing up to take actions that make a positive difference for people and the local environment.

The Living Coast (‘TLC’) aims to engage many more residents, organisations and visitors in enjoying and improving our special environment of Downs, Towns and Coast which are the three elements of the new identity.

The green represents the South Downs that sustains local life by providing us with clean water and open space for play.

The ‘living’ gold sandwiched in the middle represents the city and towns whose rich culture and peoples lie at the heart.
The blue is the coast and sea from which our population has grown up and which continues to attract millions of visitors.

The new visual design was developed by the University of Brighton’s graphic design department, working pro-bono with design agency JDO, and is based upon the idea of overlapping torn paper edges that give the impression of multiple layers of natural organic elements to uncover.

In the run up to the re-branding, school activities run by Biosphere partner the ‘Brighton & Hove environmental education project’ (BHee) took place in local primary schools to get children thinking about their local environment.
One parent at Middle Street primary school in Brighton told BHee the activities “…gives the children a new found enthusiasm and interest in something that is right on their doorstep.”

Speaking at the launch event Geoff Raw, Chief Executive at Brighton & Hove City Council, the lead partner of the Biosphere Partnership said the area’s prestigious status was incredibly powerful in terms of attracting support and attention from around the world. “Our UNESCO World Biosphere Region status gives considerable prestige to our environmental work and is also a powerful driver to go further and show leadership beyond our boundaries. The Living Coast is an exciting new identity for our area that offers a great opportunity for our economy to become more resilient and our community to live healthier lives in greater harmony with our unique local environment”.

Ben Earl, Chair of the Biosphere Delivery Board and Water Efficiency Manager at Southern Water, said: The Biosphere Partnership plays a vital function in bringing together a diverse range of organisations with an interest and role in our local environment to collaborate more effectively for our common good. This dynamic mix of public, private and voluntary sector bodies enables us to achieve far more than any one body could do acting alone. I look forward to seeing our impact grow with the advent of The Living Coast.”

The Universities of Brighton and Sussex and other local research bodies also unveiled a new ‘Biosphere Research and Monitoring Strategy’ at the launch event, designed to engage students and staff in investigations that can support enhanced management of our local environment.

Other achievements of the Biosphere programme to date have included projects promoting better and innovative uses of our local environment, such as “rain gardens” flood mitigation projects in Portslade, natural habitat creation of chalk wildflower banks to attract wildlife in our urban areas, water efficiency initiatives, and exciting environmental education projects in local schools.

An attractive brand new website, sponsored by Southern Water, showcases the special qualities of The Living Coast and ways for people to get actively involved by giving their ‘TLC’! www.thelivingcoast.org.uk #thelivingcoastuk

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