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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National Marketing & Press Campaign

Get Creative Family Arts Festival (1 – 31 October 2016)

The Festival team have had a busy summer ramping up a national marketing and press campaign which will culminates this October, including the autumn half-term holiday. The Campaign includes a number of promotional partners, spokes-people, editorial, paid advertising, and professional PR services. You can read the latest Festival press release here.

This year our new media partnership with popular Raring2Go magazine will include print advertising to 650,000 families & mailings to 75,000 opted-in members.

We are pleased to be partnering with BBC Arts’ Get Creative initiative again this year to form the Get Creative Family Arts Festival, which will allow the Festival to reach even more families. Get Creative is a network of a huge range of arts and cultural organisations across the country.

Arts Award are supporting this year’s Festival, and Festival events will be advertised to young people looking for places to complete their Awards. Since Arts Award was launched in 2005, 212,898 awards have been achieved by young people, with anyone up to the age of 25 able to take part.

Popular London family deals and days out website LittleBird and online events guide The List are also enabling us to promote your events to as wide an audience as possible and enable new families to find your events. LittleBird is one of the fastest-growing websites for mums in the UK and are in touch with 150,000 families through their daily newsletter. The List is an award-winning site with a regular audience of 1.6 million unique users. The majority of its audience comes from large UK cities including London, Birmingham, Glasgow, Leeds, Belfast, Liverpool, Manchester, Bristol, Newcastle, Sheffield, Edinburgh, Bradford, Cardiff and Coventry.

Festival listings are also fed to a number of popular websites including Ents24, which feeds a monthly user base of 2 million with over 10,000 live event listings per week, WhereCanWeGo? and Hoop. All of these channels help us to reach the maximum number of potential visitors for events included on our Festival listings.

Thanks to the activity of our 24 local Family Arts Networks, many trusted family bloggers have been sharing their first hand reviews of the festival with their following – here’s our favourite one from Becky in Nottingham.

Media coverage

Previous coverage has included the Daily Mail, Guardian and Time Out, as well as several appearances on the BBC Get Creative website, in the popular LittleBird blog, Official London Theatre and Primary Times websites, as well as hundreds of publications across the country. We have a specialist PR team securing coverage, and almost 1,000 participating organisations using our Press & Marketing Toolkit to do the same. Festival Patron, award-winning author and former Children’s Laureate Michael Morpurgo, is also busy promoting the Festival at his events and radio interviews, which have included BBC Wales Arts Show and an extensive festival piece on the Mark Forrest Show.

Time Out cropped

The Festival’s edible orchestra press call also bought journalists and photographers out in full force! See the video here from the Press Association.


The Festival has also appeared in the Guardian and the Telegraph, as well as thousands of mentions in regional press across the country. The Festival was also broadcast on radio and television including ITV Central news and BBC Radio 4’s The Today Programme.


Paid for advertising

The Festival has a paid for advertising campaign both on and offline, targeted to reach a family audience. The campaign includes print distribution, popular family publications, a number of popular website and as well as Facebook and Twitter marketing, and sends families straight to the Festival website and to your event listings.

The Festival team will update participating organisations on the national marketing and press campaign as it develops. Follow us on Twitter for regular updates.

To take part, upload an event listing to familyartsfestival.com.


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