The Campaign to Protect Rural England has changed its name into “CPRE, the countryside charity”, as part of its new six-year strategy.
The charity said this is to better reflect its purpose “in these times of political change”, and that response to the climate emergency will be a core part of the new strategy.
It will focus on three areas: “connecting people with the countryside”, “promoting rural life”, and “empowering communities to improve and protect their local environment”.
The new strategy defines CPRE’s goals until 2026, when the charity will celebrate its centenary.
CPRE said that the new branding took about two years of planning, cost £52,625 and was created with the help of GOOD Agency.
'Countryside that benefits everyone, regardless of where they live'
The charity said that the focus is both on supporting rural communities, which are often overlooked, and on helping people who live in the city enjoy the benefit of the countryside.
It said it “wants to see a sustainable, thriving countryside that benefits everyone, regardless of where they live”.
Crispin Truman, chief executive of CPRE, said: “Underpinning everything we do is our mission of promoting, enhancing and protecting a thriving countryside for everyone’s benefit.
“We want rural communities to have access to housing, transport and services. It’s also vital that the link is restored between people living in urban areas and the countryside they need to give them space to breathe.”
CPRE has 42 local groups and said its strategy also stresses the importance of cooperating with other organisations.
Truman said: “CPRE's plans for the future are rooted in our historic purpose and the learning of generations of campaigners. We developed them by working closely with local CPREs and other groups: collaborating is the only way to get the right results for the countryside from policymakers, Parliament and the economy.”