The Argus and Brighton and Hove City Council are joining forces to encourage shoppers and businesses to help each other through the recession.

The Be Local, Buy Local initiative aims to increase awareness of the importance of supporting local traders during the economic downturn.

Businesses can also help out by promising to use city-based suppliers as much as possible.

So far, Brighton and Hove has coped relatively well in the recession, with unemployment rates comparing favourably with the national average and the percentage of empty shops much lower than in other parts of Britain.

But businesses have welcomed the chance to join the Be Local, Buy Local campaign.

Melissa Heyman runs Coastline Fire Protection in Portslade with her husband Kier and parents Maureen and Michael Foster.

The firm supplies fire extinguishers and other safety equipment.

She said: “One of our main aims is to support local companies.

We are one of the only businesses of our type in the area and can be much more competitive than our national rivals.”

Coastline, established in 2005, has hundreds of customers, the vast majority in Sussex.

Mrs Heyman said: “Being a family-run business, we can offer a more personal approach.

Our customers do not get lost in a sea of account numbers.

“Whenever we can, we make sure we buy things such as stationery from our customers so we can support each other.

“I think it is important at times like these for local companies to help each other out as much as they can.”

Piers Street, a partner at Sussex Surveyors, said the firm was supported by local estate agents and solicitors and won a lot of work through its recommendations.

He added: “I think it is a good campaign to support.

“We have a good name and reputation.

Joining this campaign will enhance that.”

Another prominent businessman to sign up is Andy Cheesman, owner of Buddies restaurant and taxi firm City Cabs.

Councillor Ted Kemble, council cabinet member for culture, enterprise and employment, said: “We are delighted The Argus is joining us in this campaign and we hope readers will get behind it.

“We want people to support local businesses by shopping locally so that the economy in Brighton and Hove can be resilient in the face of the national recession.

“For our part at the council, we promise to do everything we can to support the local economy.

“We will offer advice and financial assistance to businesses.

We can also suspend roadworks to encourage trade at this difficult time.

“For the foreseeable future, virtually everything the council does will be done with the economy in mind so that if we can help boost business, while still providing excellent services, then we will do this.”