What is the Campaign about?

Welsh language information

The Family Arts Campaign is a large scale, national collaborative programme led by the visual and performing arts sectors to increase levels of arts engagement by families. The Campaign focuses on three main areas of work:

  • Increasing the amount and range of high-quality content available
  • Increasing the quality of experience
  • Improving marketing


Who is the Campaign for?

This Campaign is primarily aimed at increasing and broadening audiences and participants for the visual and performing arts sectors generally, though our work is focused on those organisations who are members of our partner organisations, as well as ACE’s National Portfolio Organisations (NPOs).

Other organisations not part of one of the identified groups above, including museums, libraries, and educational establishements, are also welcome and encouraged to access all aspects of the Campaign.

Who is running the Campaign?

The Family Arts Campaign is an initiative of ten organisations & trade bodies:

Association of British Orchestras Independent Theatre Council Society of London Theatre UK THEATRE_CORE_rgb_100





Between 2012 – 2015 the consortium was awarded an initial grant of National Lottery funds by Arts Council England to develop a campaign focusing on the development of family arts engagement. The Campaign is currently funded by ACE until March 2017.


The Family Arts Campaign in Wales is being run for the Arts Council of Wales by Fieldwork in partnership with the UK Family Arts Campaign team, until April 2017. fieldworking.co.uk


The campaign is overseen by a Project Board:

Cassie Chadderton Head of UK Theatre & Membership Development, UK Theatre
Charlotte Jones Chief Executive, Independent Theatre Council
Cath Hume Executive Director, Arts Marketing Association
Robert O’Dowd Chief Executive, Rose Theatre Kingston
Julian Bird Chief Executive, Society of London Theatre
Matthew Swann Chief Executive, City of London Sinfonia
Mark Pemberton Director, Association of British Orchestras
Katy Spicer Chief Executive & Artistic Director, efdss
Anne Torreggiani Executive Director, The Audience Agency
Karla Barnacle-Best CEO, Discover Children’s Story Centre
Lisa Mead Artistic Director, Apples and Snakes
Gordon Dalton National Coordinator, Contemporary Visual Arts Network
Gavin Barlow Chief Executive/Artistic Director, The Albany

Central co-ordination is led by a small team:

Jenny Daly Head of Campaign
Clair Donnelly  Project Manager


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What family arts audiences are telling us

How have we improved, and where can we improve?

We asked families to rate the events they attended as part of last year’s Family Arts Festival and received 846 ratings showing some interesting findings and slight shifts in comparison to the previous year’s feedback. Primarily, we asked them to rate events in four key areas:


  • Encouragingly, feedback from families for family arts events remains strong and shows an increase in satisfaction in most areas.
  • Suitability of the event for families and quality of advanced information showed a significant increase in comparison to the previous year.
  • ‘Suitability of the facilities for families’ and the ‘quality of advanced information’ are however still scoring lower than ‘enjoyment of the event’ and ‘suitability of the event for families’, showing that work remains to be done in this area. We recommend downloading our Family Arts Standards Checklist, which can be helpful for both organisations already signed up to the Standards and those looking to sign up in the future.

We also asked families how they had heard about the particular Family Arts Festival event that they attended:

Graph 2

  • Feedback from families showed a notable increase in discovering events via social media, with the number rising from 13% in 2015 to 17% in 2016. Social media was also the third most popular answer, after the Festival website and the organisation running the event. Want some extra social media promotion from the Family Arts Campaign? Sign up to our Standards and tag your events with the hashtag #fantasticforfamilies.

Finally, we asked families if it was their first time visiting the organisation who ran their Festival event:

Graph 3

  • For 44% of respondents attending the festival it was their first-time visiting the organisation.
  • This figure is down from 49% in 2015, suggesting an increase in organisation loyalty through returning family visitors.

If you’re looking to improve your offer to families in particular areas of your work, have a look at our online resources library and consider signing up to our Family Arts Standards. Our new year-round listings website fantasticforfamilies.com can also help you reach and retain new family audiences by promoting your family events for free.


> Visit online resources library

> Sign up to the Family Arts Standards

> Upload events to fantasticforfamilies.com


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