Plantlife & Live Music Now & Ucheldre
The Challenge
Plantlife aimed to encourage intergenerational community engagement through its Dynamic Dunescapes project, designed to raise awareness of the importance of sand dunes, their formation, ecological value and heritage. To foster appreciation and conservation of local dunes through the arts, the business asked A&B Cymru to broker partnerships that would deliver creative learning on the subject.
The Solution
A&B Cymru facilitated two partnerships between Plantlife and its arts members: one with Live Music Now, a charity that uses music to enhance well-being and connect communities across the UK and another with Canolfan Ucheldre, an arts charity offering exhibitions, performances and workshops that foster creative expression and engage the North Wales community.
The Results
Dynamic Dunescapes restored sand dunes at seven Welsh locations. Live Music Now led workshops at four South Wales primary schools. Pupils created instruments from recycled materials, then wrote and recorded a song. In North Wales, Canolfan Ucheldre delivered arts sessions to 96 people, culminating in an exhibition attended by 1,200 people. Both arts partners also made films of their activity, which serve as creative legacies of the project.
The Endorsement
We were thrilled to see diverse groups participate in this project, resulting in a significant increase in new visitors and engagement. The commissioning of artists led to inspiring new works and we were proud to partner with a local social enterprise, creating a positive impact in our community. Mike Gould, General Manager, Ucheldre Centre
At Live Music Now Cymru, we’re committed to environmental responsibility and applying a ‘climate-aware’ approach to everything we do. This project has reinforced our civic duty to be ‘good ancestors,’ while enabling our musicians to connect with schools we hadn’t reached before, with inspiring outcomes for the students. Live music is a powerful tool, opening new pathways for children and enriching their communication. Jen Abell, National Director, Live Music Now Cymru
This collaboration has greatly enhanced our understanding of working with the arts and cultural sector, playing a key role in shaping our arts strategy. The project successfully connected local communities with sand dune landscapes, fostering a deeper appreciation for these diverse habitats, which are more than just sand and require conservation. By engaging various community groups and facilitating intergenerational connections, we highlighted both the cultural and natural heritage of the area, enabling engagement at all levels and strengthening community bonds. Cassie Crocker, Project Manager, Plantlife Cymru
