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
Sebastian CaterHead of UK Theatre and Workforce 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 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
Paula OrrellDirector, Contemporary Visual Arts Network
Frederick HopkinsHead of Business Development and Membership, One Dance UK
Sarah Mears and Liz McMillanProgramme Manager, Libraries Connected / Libraries and Culture Services Manager, Slough Borough Council 


Central co-ordination team:

Anna DeverHead of Campaign
Rukhsana JahangirCampaign Manager
Sophie EvansDigital Marketing Manager
Anna O’ConnorDigital Marketing Support Officer

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New research: Family engagement during Covid-19

In partnership with communications agency Crystallised, the Family Arts Campaign recently surveyed family audiences to find out more about their digital cultural engagement during the Covid-19 pandemic.

The research presented a range of findings, including:

  • Getting active: Family audiences like getting stuck into an event! The research indicated a strong preference towards participatory online events and those which kept kids actively engaged. These were preferred over events which had an emphasis on watching or listening only.
  • Age-appropriate: Events which clearly indicated the recommended age group were preferred. Easily understanding whether an event was age appropriate was a clear positive for families.
  • Trusted recommendations: The importance of recommendations was emphasised in the research findings. Families often look to trusted families, friends, bloggers, influencers and organisations to find events.
  • Local loyalty: Despite the wealth of options available online, families will often opt to join or support online events created by their local cultural organisations.
  • Social media: Facebook remains the most popular social media platform for families to find events.

The research also explores how much families are willing to pay for events, as well as additional physical resources which may accompany online events.

In light of the research findings, the report shares recommendations to consider when programming and marketing family arts activities.

Delve into the findings in the full report


Photo credit: Andrea Piacquadio from Pexels.

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