What is the Campaign about?

Welsh language information

The Family Arts Campaign is a national Sector Support Organisation funded by Arts Council England and the Esmée Fairbairn Foundation to raise family engagement with arts and culture.

Since our beginnings in 2012, we have focused on three main areas of work:

  • Increasing the amount and range of artistic work available to families
  • Increasing the quality of experience for families
  • Improving marketing to reach more families

We are here to support National Portfolio Organisations, museums, libraries, community groups, individuals, and anyone else looking to better connect families with arts and culture.

You can take part by signing up to the free Family Arts Standards and Age-Friendly Standards quality-marks, by attending training and events, or accessing our online resources library. You can also promote all of your family and age-friendly events for free as part of our Fantastic for Families  campaign.


Who is running the Campaign?

We are a cross-sector and cross-artform initiative steered by a consortium of ten organisations and trade bodies. Our lead partner organisation is The Albany.

Logos of consortium partners: AMA, CVAN, ITS, One Dance UK, Society of London Theatre, UK Theatre, The Albany, Kids in Museums, ABO, The Audience Agency


The campaign is overseen by a Project Board:

Helen Featherstone (Chair)Deputy Director, Yorkshire Sculpture Park
Cassie ChaddertonHead of UK Theatre & Membership Development, UK Theatre
Charlotte JonesChief Executive, Independent Theatre Council
Cath HumeExecutive Director, Arts Marketing Association
Robert O’DowdChief Executive, Rose Theatre Kingston
Gavin BarlowChief Executive/Artistic Director, The Albany
Matthew SwannChief Executive, City of London Sinfonia
Mark PembertonDirector, Association of British Orchestras
Anne TorreggianiExecutive Director, The Audience Agency
Karla Barnacle-Best CEO, Discover Children’s Story Centre
Alison Bowyer and Laura BedfordExecutive Director and Head of Programmes, Kids in Museums


Central co-ordination is led by a small team:

Anna DeverHead of Campaign
Clair DonnellyProject Manager
Rukhsana JahangirFamily Arts Network Coordinator

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Audience Spectrum and Family Audiences

Find out what your family audiences are like and what they are interested in, so you can focus family campaigns and meet new families.

Audience Finder is The Audience Agency’s free data analysis programme, funded by Arts Council England. It provides tools for collecting and analysing data which builds a clear picture of audiences locally and nationally. This enables cultural organisations to find new audience opportunities by sharing, comparing and applying insight.

As part of our guest blog series, The Audience Agency show us how Audience Finder can help you better get to know your family audiences.

Today we’re looking at Audience Spectrum, Audience Finder’s audience profiling system. The system segments the whole UK population by their attitudes towards culture and by what they like to see and do.

There are 10 different Audience Spectrum profiles that you can use to understand who lives in your local area, what your current audiences are like, and what you could do to build new ones. Audience Spectrum is the most accurate tool the sector has ever had to help target audiences and include a wider public.

Certain Audience Spectrum segments are dominated by family groups – like the less engaged Facebook Families group. While other Audience Spectrum groups make up the majority of bookers for ticketed children and family events. (More on that in Fantastic Family Audiences and Where (and how) to Find Them).

From those groups that are typically harder to reach through arts and cultural activities, there appears to be significant potential to engage the group Facebook Families through children and family events. Facebook Families make up 12% of the population, but only 4% of audiences for arts events generally.

In the last blog post we talked about profiling your family audience. Audience Spectrum can be a useful way to benchmark your audience against others. If you’re new to Audience Finder, why not start by using the dashboard to find out where families near you live, to really accurately target your activity and communications, and help you grow your family audiences.

To find out more visit Audience Finder

< Blog 1 of 4: Read more about Audience Finder and families

< Blog 2 of 4: Profiling your family audience

< Blog 4 of 4: Build advocacy and support for your family work

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