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 is led by a small team:

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

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Family Arts Standards Toolkit (2020)

To help you further improve your family offer and effectively use the Standards across your organisation, the Family Arts Campaign have produced a brand new Family Arts Standards Toolkit. The toolkit contains advice on how to grow your family audiences as well as how to best utilise your free support from the Campaign. > Download the Toolkit

Pricing Family Events: Guidance for Arts Organisations (2015)

New guidance commissioned by the Family Arts Campaign from Baker Richards, the aim of this research is to offer practical guidance for pricing a wide variety of family arts experiences. It is available online or as a downloadable PDF. > Read online  > Download the PDF

Content Guidance Communication for Family Arts Events (2015)

Staffordshire University explore the information necessary to enable families to make informed decisions about attending arts events. The guide includes key findings from primary research with families and offers advice on communicating suitability and the story behind the arts experience. > View the PDF here

Family Arts Festival Evaluation and Audience Research Toolkit (2014)

Commissioned by the Family Arts Campaign, this toolkit has been put together to support evaluation of your Family Arts Festival events, but the guidance within it can be applied to any aspect of your programme to  provide you with insights about the effectiveness of your activities and help you to plan events in the future. Written by Catherine Rose and Catherine Sutton (Catherine Rose’s Office) and Pam Jarvis (sam-culture). > Read more

Test Drive the Arts’ for Families (2013)

Commissioned by the Family Arts Campaign, this resource gives an overview of ‘test drive’ initiatives in the arts, written by The Audience Agency, followed by a guide to Mousetrap Theatre Project’s Family First Nights. > Read more

Audience Spectrum (2014)

A new profiling tool from The Audience Agency identifying the differences between attendance, participation and engagement as well as behaviours, attitudes and preferences at arts, museums and heritage organisations. It has been built to meet the needs of both small and large scale, ticketed and non-ticketed organisations from across the cultural sector, and includes a case study on how Audience Spectrum has been used to develop their Family Friendly mailing list Read more

The Flybox (2013)

Created by Cultuurnet, a Flemish audience development agency, and developed into English with the Family Arts Campaign, the concept behind the game is to encourage players to think about their family offering in a fun, interactive and practical way. The aim is to give organisations an opportunity to truly focus on their family audience, enabling them to understand the concept of ‘families’ and to develop policies and strategies around family programming. > Read more

Toolkit for People Making Theatre & Dance for the Outdoors (2013)

A guide to what you might want to think about before making and touring work for the outdoors, including a directory of some of the outdoor arts funders, festivals, creation centres and trainers etc in the UK, France, Ireland and the Netherlands; created as part of the Leonardo-funded Open Out Arts Project. > Read more

Museums’ Manifesto (2013)

20 ways to make a visit to a museum family friendly, produced by Kids In Museums. Read more

Family & Community Toolkit (2012)

Thirteen audience segments were identified within Arts Council’s Arts audiences: insight (AAI) research. This toolkit focuses on the Family & Community Focussed segment whose priorities include being connected to and supporting their local community. > Read more

Family Friendly Toolkit (2006)

This toolkit, written by ACE, is designed to support arts organisations wishing to make a commitment to families, making it easier for families to take part in the arts, as audiences and participants. Aimed at arts professionals and drawing on extensive research and interviews, the toolkit contains experiences and examples of good practice from many arts organisations to help develop work for families. > Read more

Family Friendly Resource Pack (2003)

Audiences London coordinated the New Audiences Programme Family Friendly London Project (FFLP), which involved all partners in developing family-oriented approaches to their work and organisational culture, in an extensive qualitative research and in a joint promotion. This resource pack draws on experiences and on the background research undertaken. > Read more

Family Ticket Watch

Point 2 on the Kids in Museums Manifesto 2010 asked for Flexible
Family Tickets. The Family Ticket Watch asked families and museums
how we could make this happen. > Read more

The Big Draw guides

A Family Friendly Big Draw (Campaign For Drawing)

Draw Tomorrow (Campaign For Drawing)

The Big Easy Draw (Campaign For Drawing)

Pushing Boundaries (Campaign For Drawing)

Young Organisers’ Big Draw (Campaign For Drawing)

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