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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Norwich Theatre on creating virtual creative workshops for older adults

Norwich Theatre is a cultural organisation in the heart of East Anglia with three distinct venues.  It’s also one of five creative organisations to be shortlisted for this year’s Best Age-Friendly Cultural Organisation Award in our annual Fantastic for Families Awards, demonstrating an excellent welcome for older family members across their venues. Here we find out more about what’s on offer, virtually and in-person.

Classes and Courses

Our regular classes and courses welcome older participants to take part in activities, meet people, trying out something new, or revisit lost pastimes.

Our community choir is hugely successful, recognised by participants as a feel good activity and a place to make friends; performing on Norwich Theatre Royal’s stage and at the Norwich Christmas light switch on.

Our acting element, includes a termly ‘Silver Stage’, along with monthly workshops to introduce new skills. For those wishing to take their learning a bit further, we facilitate a theatre company for older adults which presents their very own sell out productions at Stage Two. Company members have also performed at local and national events.  Wherever they are, there is always a lot of fun to be had.

Our tantalising and ever growing dance offer for older adults incudes collaborations with the national and international visiting companies such as Northern Ballet. Together we produce dance residencies that are anywhere between two hours to three days long, offering opportunities to learn from the performers and choreographers of these amazing productions.

Alongside these residencies we offer weekly classes  led by a licensed practitioner for The Royal Academy for Dance Silver Swans ®. This ballet programme specifically for older adults aims to improve people’s strength and balance. More recently, at the request of many of our older participants we have also programmes Jazz and Musical Theatre classes as a chance to try something new, and learn basic jazz dance technique.

Whatever activity they are taking part in, our participants fill our spaces with laughter. It is wonderful to see friendships formed and confidence blossom.

Virtual creative workshops for older adults

Creative Matters

In addition to our classes and courses, we present a month long biannual programme, Creative Matters. This multi-art form season explores challenging subjects such as caring for dementia, living with homelessness and finding refuge and sanctuary.  Wherever possible we purposefully plans these to be intergenerational.  As part of the season focusing on Caring for Dementia, we shared lived experiences and shows about the impacts of dementia on families, such as Louise Coulthard’s Cockamamy, a tender portrayal of what it is care for someone living with the disease. We work closely with partners such as Norwich Age UK and St Martins Housing to create safe spaces for everyone to explore personal journeys or unknown subject matters. Creative Matters was awarded the Norfolk Arts Award for Diversity in 2019.

A Tale of Many Cities

We believe our venues belong to everyone. Earlier this year we were delighted to be awarded a Theatre of Sanctuary, pledging our commitment to be a place welcome to all.  A Tale of Many Cities, part of Shakespeare Nation, a three year adult engagement project with the Royal Shakespeare Company (RSC) instils our commitment. Young and older adult participants, LGBTQ individuals, asylum seekers and refugees came together to create a powerful co-production ‘Palm to Palm’. Sharing our stories, histories, fears and dreams; allowing others to be heard, encouraging each other to listen. Everyone, no matter of their age, is welcome to be a part of our Tale of Many Cities.

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