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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Covid-19 digital family engagement research in partnership with Crystallised (2021) New family audiences research report, commissioned by FAC to explore family arts engagement during the pandemic in 2020-21. > Read more.

Covid-19 family engagement research in partnership with Indigo: Family Audience from Act 2 (2020) Full report and webinar about family audiences’ attitudes to arts engagement during the pandemic > Read more

Arts Connect: Family Access Scheme (2016) Results and analysis from research into hard to reach families by Carol Jones at The Audience Agency. Read more

How family-friendly are arts organisations as employers? (2015) In spring 2015, the Family Arts Campaign worked with the Family & Childcare Trust to develop a survey, questioning employees of arts organisations across the UK about their views on how family-friendly the arts sector is as an employer. The survey covered issues of importance to those with caring responsibilities, including communication between employer and employee, parental leave, and perceptions around flexible working opportunities. Read more

The role of family in shaping adolescent cultural engagement (2014): a CultureCase summary of this pay-to-view research on family and culture by Ghent University, Belgium. The key factors determining engagement were: gender, education, the role of mothers and the presence of cultural goods in the household. > Read more

Arts Audiences Insight (2011) is an Arts Council England publication to help get a better understanding of current and potential arts audiences across England. It provides new insight into the patterns of arts consumption and attitudes towards the arts, how people spend their leisure time and what competes with the arts for people’s attention. It also considers socio-demographic factors, media consumption and lifestyles. > Read more

Children can be key decision makers in whether or not families visit museums (2010): A CultureCase summary of this fee-to-view research from the University of Surrey, UK and Curtin University, Australia, which analysed the decision making process in planning a cultural visit and showed when adults were more likely to consult children. > Read more

Encourage children today to build audiences for tomorrow (2009) is an Arts Council England publication showing evidence from the Taking Part survey on how childhood involvement in the arts affects arts engagement in adulthood. > Read more

Families Chapter from New Audiences Final Report (2004) The New Audiences Programme was a milestone in the history of arts funding in England.  It was the first time that such a significant amount of money, £20 million, was made available over an extended period, five years, specifically to support audience development work. Chapter 7 focuses on families. This section will provide an overview of the key themes and approaches emerging from the family projects. These themes and approaches, which sometimes overlap, can be summarised as: making venues family friendly; reaching low income families; and consortia working to develop family audiences.  > Read more

Legacy of New Audiences Programme (2003) A brief study of the legacy of the New Audiences Programme projects relating to Young People and Families, with particular regard to organisational change and the development of good practice. The report used a series of semi-structured telephone interviews to assess what developments had been achieved and what impact had been made. Read more

Family Friendliness: Audit of research and recommendations (2002) This New Audiences report is a comprehensive audit of recent research into audience development and marketing initiatives in relation to family audiences. A wide range of marketing agencies, funding bodies, local authorities, arts organisations and venues across England were consulted to bring together key issues in relation to family friendly work. > Read more

Flexible Family Tickets Today, mainstream consumers demand more and better interactions with cultural content, experiences and organisations. Museums have a unique opportunity to supply this demand; in the process creating new income streams and leveraging their cultural assets more effectively. CultureLabel summarises the commercial considerations for museums selling tickets to families. > Read more

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