In a room that was once the officers’ mess at the Royal Army Medical College in Millbank, a project with the fitting Swahili name meaning ‘to fight for what you believe in’ was launched last night.

The Lewis PR-funded programme Kupambana sponsors PhD students’ academic careers in order to build creative partnerships with arts education institutions and promote the use of visual and creative arts in communications. The pilot programme at the Chelsea College of Art and Design will soon be exported around the world as the project expands.

At the launch, George Blalock, the dean of the College, explained the necessity of support for arts institutions in maintaining the rich British arts culture. Maria Miller MP, the Secretary of State for Culture, Media and Sport, spoke on the important link between the arts and Britain’s economy. Spurred by the cultural exhibitions at the Olympic and Paralympic games, she said, arts have become and should be promoted as an essential contributor to the national economy.

Kupambana seeks to promote the applications for creative arts in communications by allowing artists to work on commercial projects and apply for grants based on their work. It also seeks to present art in a variety of ways, online and in physical exhibitions and will feature an e-magazine.

Chris Lewis, CEO of Lewis PR, says, “The goal of the Foundation is simple – to bridge the gap between the creative arts and industry. This will push the boundaries of both sides.”