Creative

Creativity In Action: UEA's New Cultural Strategy Launch

What does UEA’s new Cultural Strategy mean for our alumni and supporter community?

The University of East Anglia has launched Creativity in Action, a new cultural and creative strategy that places creativity at the heart of university life — from education and research to enterprise and community partnerships.

This strategy reaffirms something we’ve long believed: that creativity is a powerful force for connection, innovation and transformation. It opens exciting new opportunities to work with supporters who share our belief in the arts and culture as a catalyst for positive change.

Creativity is one of the four pillars of our Dare to Do Different fundraising campaign, and this renewed university-wide focus brings even greater momentum to that work.

The Creative strand of our campaign has already inspired generous philanthropic investment in projects that are broadening access and amplifying new voices. From Global Voices scholarships and the International Chair of Creative Writing to the future revitalisation of the Sainsbury Centre, donor support is strengthening UEA’s role as a cultural anchor.

For our alumni and supporter community, Creativity in Action offers meaningful new ways to connect and contribute to UEA’s future. The strategy celebrates our existing strengths while providing a clear framework to deepen our impact across disciplines and sectors. It challenges us to think creatively about the future of education, to open up our campus more widely to the community, and to build partnerships that reflect the diversity, talent and ambition of our region and beyond.

Importantly, this isn’t a strategy confined to the arts. It’s a whole-university commitment to creative thinking and practice — recognising its role in tackling complex challenges in health, climate, technology and more. It also reflects UEA’s responsibility to support the region’s fast-growing creative economy and cultural sector.

Professor Catherine Richardson, Pro Vice-Chancellor for Arts and Humanities, said:

“Creativity in Action sets out how UEA will listen to the voices of our region and develop partnerships that open our expertise and our campus to all. We will nurture our community and work with our partners to support our whole region’s impact and innovation and our diverse and outward-looking economy.”

We see this framework as an opportunity to connect with new partners, to contribute in new ways, and to champion creativity in all its forms. Whether you’re an alum, a donor, a cultural organisation or simply someone who believes in the value of creative thinking — there’s a place for you in this next chapter.

To find out more or explore how you can get involved, contact us at giving@uea.ac.uk or visit our website.