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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Family Arts Standards FAQ

What are the Standards?

The Standards are a good practice charter for welcoming families. They consist of a set of 12 guidelines accompanied by a family friendly badge or quality mark, enabling an organisation to highlight that it recognises the importance of its family audience. They are both a learning tool and a marketing tool: they give guidance on how best to welcome families to arts organisations and help families looking for arts activities to participate in together.

 Who are they for?

The Family Arts Standards are for any organisation that wishes to engage families in arts activities. This includes arts organisations, producers, museums, libraries, and heritage centres. The standards are equally applicable to venues and non-venue based organisation.

My organisation isn’t a venue, can I sign up?

Yes. We’ve worked hard to make the Family Arts Standards as wide-reaching as possible, and applicable to both venues and non-venue based organisations. For non-venue organisations wanting to check if they meet the Standards, please refer to the appropriate section in the Standards Guidance Document.

 Why create the Standards?

In 2012, the Family Arts Campaign carried out extensive research with both families and arts organisations over a range of issues. One of the key outcomes was that both families and the sector wanted a clear set of guidelines: this would ensure that families could be certain that their needs were being met, and that both venues and non-venue based organisations would know what families required.

  • 1 in 7 families said venues were unwelcoming to families
  • 68% of families say that the “family welcome” is essential or very important
  • Only 3.5% of families said there was “sufficient high quality work available”
  • 8 out of 10 families said there was a need for a nationally recognised “family friendly” logo

“Signing up to the Standards has resulted in G Live developing its hospitality and front of house offer for families” G Live

The Standards will be kept under review by the Family & Childcare Trust, and when necessary will again be revised.

 What do the Family Arts Standards cover?

The Family Arts Standards cover a range of different areas including:

  • Programming and promotion
  • Consultation with families
  • Staff training
  • Facilities – for venues
  • Additional guidance for non-venue based organisations

> Download the full list of Family Arts Standards

 What’s in it for an organisation?

Free marketing tool

The Family Arts Standards are a benchmark that will be recognisable to families when looking for things to do as a family. Using the Family Arts Standards branding can be a simple and effective way to highlight that you are an organisation that recognises the importance of your family audience. You can use the Family Arts Standards logo in your brochure and on your website to communicate this:
Standards holders can also use the following logo to mark particular events that are Fantastic for Families:
FFF logo strip v2
The logo has been developed as a response to the sector’s need to clearly identify their family work outside of the Family Arts Festival. It can be used on any event which is appropriate for families to attend – so this doesn’t just have to be family-specific work, but work that might attract a family audience generally.

Free marketing benefits

Only organisations that sign up to the Family Arts Standards will receive a free profile on our family-facing website fantasticforfamilies.com. Event listings added by Standards holders will be badged with the Standards quality mark, and will be prioritised within the Fantastic for Families marketing campaign. The website is valuable and trustworthy resource for families looking for exceptional places to go and arts experiences to enjoy as a family.

Learning tool

The Standards will enable you to highlight that you are an organisation that recognises the importance of your family audience, and that you wish to continue to develop and maintain a great welcome to families. Many organisations are using the Standards to benchmark their own family friendly offer and to improve upon it – you can read some Standards case studies here.

“We are looking closely at the Standards and how we will improve our family offer post our major refurbishment. It has started conversations about cross-departmental working and how as an organisation we need to prioritise family working” Royal Liverpool Philharmonic

How do I know whether my organisation meets the Standards?

You can read the Standards here.

If you need further guidance, the ‘Guidance for Organisations’ document can be downloaded here. It includes:

  • Tailored guidance for venue and non-venue organisations
  • Checklists to help you judge if you are meeting the Standards
  • Guidance on how you can further improve on what you offer for families
  • How to advertise that you are signed up to the Standards

If there is a particular area that you are unsure about, or if you would like support in anyway, please email us.

How do audiences know about the Standards?

Audiences are becoming increasingly familiar with the Fantastic For Families logo through use by Family Arts Standards holding organisations. They are directed to www.FamilyArtsStandards.com to find out about the Standards and the organisations signed up to them.

How do I sign up?

Once you have assessed whether you meet the standards and are happy that you do, please ask your Chief Executive to email confirmation to Anna.Dever@thealbany.org.uk. Please also let us know who our main contact for this activity within your organisation should be.

You will receive an email confirming your registration along with the logo and brand guidelines. We will also update your listing on fantasticforfamilies.com, our public facing listings website.

“It has definitely made us more aware of family audiences and the things that we need to do to improve our offer to them, and also how we interact with them as customers when they visit our building. This includes not only ticket pricing and timings of performances, but also things like family facilities at the venue, including baby change and signage” Sheffield Theatres Trust

How do I learn more about being Family Friendly?

You can start with our online training and resources library. Organisations wanting to continually improve and enhance their knowledge and understanding of working with families may also wish to see the the Family and Childcare Trust’s resources and training programmes.

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