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 FeatherstoneDeputy Director, Yorkshire Sculpture Park
Hannah GagenAdvocacy Manager, Society of London Theatre / 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 Swann (Interim Chair)Chief 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
Rose CopseyCommunications Manager, Contemporary Visual Arts Network
Frederick HopkinsHead of Business Development and Membership, One Dance UK


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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Displaying your Family Arts Standards accreditation online (with examples)

The Family Art Standards are a set of guidelines designed to help you best meet the needs of families visiting your organisation. They were put together by families and arts organisations, when research demonstrated that there was a clear need for a nationally recognized quality-mark.

8 out of 10 families said there was a need for a recognisable “family friendly” logo

Displaying the logo is a simple and effective way to communicate that your organisation recognises the importance of your family audience. As a Standards holder, you’re also part of a community of over 850 arts and cultural organisations leading the way in family-friendly working.

You’re more likely to see an increase in family visitors

Reseach conducted by the Family and Childhood trust showed that organisations promoting their membership to the Family Arts Standards are more than twice as likely to see an increase in families visiting and taking art in their activities.

Using the logo online


An obvious option is to add the Standards logo to your website footer, like from Firstsite to The Electric Theatre to Louth Riverhead Theatre. Makes sure that the logo is linking through to the public-facing information page www.familyartsstandards.com, so that families can find out more about the Standards.

Example of the Family Ats Standards logo alongside other logos in a website footer

Family pages

If you can’t add the logo to your footer, why not create a page dedicated to families?

Or if you already have a family page, add the logo here. You could also include a summary of what the Standards are, why you have signed up and why families are important to your organisation.

Here’s an example from Junction Goole.

Example of the Family Arts Standards logo being included on a Famlies webpage

Other options

Families planning a visit to your organisation may want to know that you are set up for families, so the logo could be a useful addition to your Visit Us page, or your About page. The Standards are an accreditation, so if you’re organisation has won awards you could include it with these.

Using the Fantastic for Families logo online

If only some of your programme is suitable for families, or you have particular events targeted specifically at families, you can badge them with the Fantastic for Families badge.

You can either set up this feature with your web developer, or drop the logo into your content box after your event copy.

Here’s an example from Derby Museums:


Hang on, there are two logos?

Yes. The Family Arts Standards logo refers to your organisation as whole, as welcoming provider of arts and culture for families.

The Fantastic for Families badge can be used to flag individual events as being especially appealing for families, and an easy way to distinguish such events from your regular programme.

What next?

You can Download the Family Arts Standards branding from our branding page

Link logos through to the Standards information page www.familyartsstandards.com

The Family Arts Standards Toolkit includes further information, including how to use the logo offline and in your building.

Contact us if you have any questions about the Standards

Quick Links


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