The most ambitious carbon reduction project of its kind in the world has been launched in the East of England

The programme, CRed, calls on the whole community to join it in building a network of partnerships- the CRed community - to tackle head-on the problem of climate.

As partners in CRed, people in Norfolk and neighbouring eastern counties will lead the way in carbon reduction by aiming to achieve a 60 per cent cut in carbon emissions by 2025. This will put the whole country onto the right path for achieving the UK Government's aspiration of a 60% cut by 2050.

Already, local authorities in the region - Norwich City, Norfolk County and South Norfolk District Councils - have enthusiastically backed the scheme, which is funded by the East of England Development Agency, EEDA.

CRed, the brainchild of scientists in the University of East Anglia's School of Environmental Sciences, aims to bring together individuals and organisations to demonstrate that practical and effective measures can achieve this reduction. Businesses, local authorities, schools and households in Norfolk and Norwich, with links across the eastern region, will work together to face up to climate change by reducing carbon emissions.

"UEA's motto is an old Norfolk saying: 'Do different'. CRed is about sparking imaginations and seizing opportunities. Norwich and Norfolk can show the rest of the world what is possible, through new ways of thinking and new ways of doing things," said Professor Trevor Davies, Dean of Environmental Sciences at UEA.

"We want people everywhere to look to CRed to see how a community can push forward the sort of actions we all know are imperative. There are already many excellent initiatives, but the problem isn't being approached in a joined up way."

EEDA chair Vincent Watts said: "We are very excited by this project, which makes sound economic sense as well as providing a platform for innovative thinking which could put this region well and truly on the map.