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:

Matthew Swann(Interim chair) Chief Executive, City of London Sinfonia
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
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
Daniela GerstmannDigital Marketing Officer

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Local Family Arts Network Ambassador Programme: 2019-2022

Supported by funding from the Esmée Fairbairn Foundation


The Family Arts Campaign is delighted to be spearheading a three-year Local Family Arts Network Ambassador programme (2019-2022), funded by a grant from the Esmée Fairbairn Foundation.

The grant of £150,000 is having a national impact across six regions with the Ambassador Network programme. Six Ambassador posts have been created across Family Arts Campaign Networks in Bristol (with Children’s Scrapstore), Cumbria (with Kirkgate Arts), North-East England (with Seven Stories/Family Explorers), Sunderland (with Sunderland Culture), Derby (with QUAD) and Manchester (with Z-Arts).

Each Ambassador is supporting both arts and non-arts organisations to work with more families and more diverse families; encouraging greater participation in arts and culture activities. A particular area of focus are those families who rarely visit their local arts and culture venues.

Ambassadors work with the central team at the Family Arts Campaign to build upon community relationships in their Networks and further encourage family engagement. In addition, the regional Ambassadors work together nationally to share best practice for dissemination through the Family Arts Campaign national learning programme and resources.

Following a national consultation in 2018, the Family Arts Campaign Network groups demonstrated a desire to work with more families, particularly those from a wider socio-economic spectrum, and support the learning of their peer organisations. The Ambassador programme was devised as a result of the outcomes of this consultation, particularly to support Networks with additional capacity, help build partnerships, income streams, marketing and communications support.

Networks reported that they lacked the infrastructure, strategy and crucially, capacity for working together to effectively engage and sustain wider family audiences and drive activity forward. There is a significant opportunity to create increased impact in areas of low cultural engagement across England through partnerships, reaching more families through sharing outreach costs and resources.

Ambassadors act as a conduit to feedback learning and best practice for dissemination through the Family Arts Campaign national learning programme and resources.

The Campaign continues to support regional Networks in their work, encouraging organisations to work together, build stronger partnerships and strategies to establish new ways of working and develop and share family audiences. Broader learning from this new model will inform existing and inspire new Family Arts Networks to adopt new ways of working that will enrich and grow family engagement in arts and culture. 

You can hear more about the Ambassadors’ experiences in their blogs, case studies and Insight Interviews.


Locations of Family Arts Campaign Ambassadors


Ambassador Profiles


Holli Graham

Cumbria Ambassador, based at Kirkgate Arts and Florence Arts Centre


Alongside her work as the Cumbrian Network Ambassador, Holli manages the Florence Arts Centre in Egremont. Holli has always had a keen passion for the arts and strongly believes in the power of creativity for individual and collective development. Her experience includes journalism and curating, focussing on local communities, as well as ongoing work with international charities.

Florence Arts Centre welcomes a wide range of people both nationally and further afield to come, share, develop and explore their skills and share them with the wider community. During her spare time, Holli enjoys fell climbing and walking within the Lake District, alongside creating art herself!

Contact Holli



Yemi Bolatiwa

Manchester Ambassador, based at Z-arts


Alongside her work as an Ambassador, Yemi has been the Engagement Officer at Z-arts for over 2 years. She has focussed mainly on engagement with children, families and young people in creative arts, theatre outreach and community events. Yemi is also a freelance musician and delivers music workshops for Z-arts children aged 8-11 and is a regular performer at the Z-arts Family Jam.

With an academic background in marketing, MA in Social & Cultural studies and a lifestyle encompassed by the arts and young people, it seemed that Yemi would be a fitting ambassador for FAC Manchester having lived in the city for over 11 years!

Contact Yemi



Sallyanne Flemons

North East Ambassador, based at Family Explorers / Tyne and Wear Museums and Archives


Sallyanne Flemons is a freelance culture communications consultant with a specialism in connecting mainstream audiences with great, life changing culture. Since 2014, she has been coordinating Family Explorers North East – 10,000 families now use this service which is backed by a partnership of cultural organisations. Family Explorers enables peer recommendation to help families discover new cultural experiences.

As Audience Development Coordinator for the Generation Tour, Sally also saw over 120,000 visitors attend visual art exhibitions commissioned specifically for families at four northern galleries. She is Communications Director for award-winning art project Wunderbar and also wrote the original communications strategy for South East Northumberland’s Bait, one of the first Creative People and Places projects working in areas with low levels of cultural engagement.

Contact Sallyanne

Hear more from Sallyanne in her blog



Amy Ward

Bristol Ambassador, based at Children’s Scrapstore


Amy works at the Children’s Scrapstore in Bristol, a charity whose focus is on reuse, play and creativity. There are hundreds of creative members and groups that use the Scrapstore’s resources, as well as almost 400 schools involved in our PlayPod scheme. The charity runs play sessions, events and ongoing outreach work and provides a great base for Amy to meet new and existing network members.

Amy has a creative background and enjoys running workshops and sessions for both children and adults. Their masters degree is in Sustainability in Design, and sustainable practise is essential to Amy’s work

As a city Bristol is full of cultural and art organisations, venues and committed creatives so has a great foundation for this project. The extra capacity offers Children’s Scrapstore the opportunity to support a collaborative approach to ensuring families across Bristol can access the arts.

Contact Amy


Sarah Bulmer

Derby Ambassador, based at QUAD


Alongside her work as the Derby Network Ambassador, Sarah is the Managing Director for DerbyDaysOut.co.uk. Derby Days Out was set up in August 2015 to help and encourage families to find great days out in Derbyshire. Over the years Derby Days Out has grown into a trusted brand, used by thousands of families every year and was recently recognised by the Mainframe Awards for ‘Creativity for Good’ in 2021.

Sarah has a strong connection with Derby, having lived there all her life and now raising her family there. Sarah is keen to develop her role in the community as Ambassador and tie in together Derby’s diverse, entertaining and cultural offerings to families across the region.

Contact Sarah


Rachel Hamer

Sunderland Ambassador, based at Sunderland Culture.


Rachel is Young People and Communities Producer at Sunderland Culture as well as working freelance with Helix Arts, Gateshead Youth Council and Ubiquitous Arts. Over the last 7 years Rachel has worked on projects and large-scale events in organisations across Sunderland, Gateshead and Newcastle developing and delivering on arts, culture and health and wellbeing projects whilst developing her work with young people and delivering Arts Award.

Rachel believes in meaningful ambitious opportunities for families, young people and communities to be creative, take a lead to share their wonderful ideas, develop skills and make a difference to the world around them.

Rachel is really excited to work with the Family Arts Network to create exciting and innovative opportunities for children and young people across Sunderland.

Contact Rachel


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