Culture Drives Impact
At Creative Arts East (CAE), we believe culture is a vital force that strengthens communities, supports wellbeing, drives economic growth and helps shape a more sustainable future.
The Norfolk and Suffolk Culture Board (NSCB) champions this belief through the collaborative efforts of cultural leaders, ensuring that the sector has a strong voice in regional decision-making and long-term planning.
A shared vision for culture-led change
Guided by a central manifesto, NSCB focuses on:
- Increasing investment in culture
- Accelerating inclusive economic growth
- Enhancing health and wellbeing
- Championing environmental sustainability
By connecting across culture, education, health, and the creative industries, NSCB ensures that culture has a strong, informed and co-ordinated voice to influence and/or lead policy-making and positive change in the region; benefiting communities, artists, organisations and audiences alike.
Culture driving environmental impact
One of NSCB’s current initiatives focuses on Environment & Place. Supported by Fern Culture and Norfolk & Norwich Festival, the strategy recognises the unique role culture can play in responding to the climate and nature crisis.
Our region is rich in expertise and innovation in environmental sustainability, spanning universities, science and technology sectors, as well as artists and cultural organisations. This strategy aims to:
- Define how the cultural sector can lead responses to the climate and nature crisis
- Build sustainability-focused partnerships across the region
- Position culture as a vital driver of a flourishing, sustainable future
Culture supporting wellbeing
The mapping shows how creative interventions can:
- Improve health and wellbeing outcomes
- Support prevention, recovery and long-term resilience
- Be delivered safely and inclusively
- Offer evidence-based, cost-effective wellbeing solutions
For organisations like CAE, this work reinforces what we see every day: creativity changes lives. As a result, our Director is the NSCB Executive Lead for Creative Health.
Culture-led tourism and economic recovery
Since 2021, NSCB’s Head East initiative has played a role in raising the cultural profile of Norfolk and Suffolk and supporting economic recovery following the Covid-19 pandemic.
Developed after the success of Look Sideways East, Head East positioned the region as a ‘must-see’ cultural destination for engaged audiences within a 90-minute travel time, including London and Cambridge.
The first phase of the campaign included:
- Strategic advertising and digital marketing
- Media engagement
- A strong focus on cultural venues and experiences
The impact was significant. During the first campaign alone, core participating venues sold over half a million tickets, supporting jobs, organisations and local economies across both counties.
Head East now continues its work through the Visit East of England platform.
Why this matters to communities and artists
At CAE, we see NSCB as a vital resource in building a fairer, healthier and more sustainable cultural ecosystem; one where creativity is recognised not only for its intrinsic value, but for its power to shape lives and places. This work strengthens the foundations that allow artists and the community at large to thrive through improved wellbeing, sustainable practice, economic resilience and increased visibility for the region.
We encourage audiences, participants, artists, cultural organisations and community groups across our region to engage with ongoing work of the Norfolk & Suffolk Culture Board, contribute their voices, and make the most of the opportunities that this collaboration is creating.
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