OVER the next six months, the Mail's Bounce Back campaign will pursue just two over-riding objectives.

The first is to celebrate all that is great about East Yorkshire.

And the other is to assist the region in coming out of the economic downturn stronger than ever.

As it unfolds, we will uncover the real story of the recession to assess how it is affecting people, businesses and other organisations in Hull and the East Riding as well as helping instil confidence back in our readers.

And, as the campaign gains momentum, a wealth of practical advice, money off vouchers and special offers will help that confidence to snowball across East Yorkshire and boost the area's economy.

During the coming months, the Mail, along with our select panel of experts, will turn the spotlight on shopping in our region and examine just how much it can benefit individuals, businesses and the local community.

Whether a drop in household income has forced you to tighten your belt, or you're understandably reluctant to splash out in the current economic climate, we will be on hand to show you where the best bargains can be found.

With the expertise we have assembled – drawn from leading local businesses and public sector organisations – advice will also be available for companies wanting to get the best out of the opportunities the economic climate has to offer.

Other areas we will be covering as part of Bounce Back include a closer look at how to make the most of grants – focusing on the millions of pounds-worth of cash pots out there for firms and organisations to take advantage of.

Another big theme will be the part East Yorkshire's tourism industry can play in helping to attract visitors willing to spend money.

And we will reach out to those most affected by the recession, those who have lost jobs as the national economy shrinks.

On offer will be real advice on how to maximise their chances of finding employment and where to look for vacancies.

While there is no ignoring the economic climate locally, national and globally, we believe Bounce Back will inspire the confidence needed to carry East Yorkshire forward to emerge with confidence and strength from the financial gloom.

We urge everyone across the county to adopt its principles in a drive to boost the region's economy.

The campaign has received heavyweight backing from no less than Prime Minister Gordon Brown.

In a statement to the Mail, he said: "We all have a part to play in helping our communities survive this difficult period and I am pleased to see the Mail galvanising support around local businesses with the launch of today's Bounce Back campaign.

"The 350,000 small businesses in the region are the lifeblood of the area's economy.

"In the Government, we are doing everything we can to give people real help now and provide support for people and businesses throughout the downturn.

"So I'm happy to back the campaign by the Mail to do the same and help Hull bounce back quickly from the recession."

Speaking at the launch of the campaign, Mail editor John Meehan described Bounce Back as a simple concept but with a challenging aim – to make a very real and positive difference to the local economy during the recession

He said: "It is now time for us all to join together to make a very real difference and ensure our region not just rides out this recession but comes out the other end fitter, stronger and with the energy and confidence to Bounce Back in style."