What is the Campaign about?

The Family Arts Campaign is a large scale, national collaborative programme led by the visual and performing arts sectors to increase levels of arts engagement by families. It will do this through three main areas of work:

  • Increasing the amount and range of high-quality content available
  • Increasing the quality of experience
  • Improving marketing


Who is the Campaign for?

This Campaign is primarily aimed at increasing and broadening audiences and participants for the visual and performing arts sectors generally, but we will be focusing our work on those organisations who are members of the six partner organisations, as well as ACE’s National Portfolio Organisations (NPOs).

There will be opportunities for other organisations not part of one of the identified groups above to also access aspects of the Campaign and we are keen to work in partnership on initiatives with museums and libraries.

Who is running the Campaign?

The Family Arts Campaign is an initiative of 9 organisations & trade bodies:

Association of British Orchestras Dance UK Independent Theatre Council Society of London Theatre UK THEATRE_CORE_rgb_100
TAA New Image


The consortium has been awarded a grant of National Lottery funds by Arts Council England (ACE) to develop a campaign focussing on the development of family arts engagement. The Campaign is funded until March 2015.


Family Arts Campaign in Wales: A new partnership called Fieldwork is running the campaign in Wales for 2014, having won the contract with the Arts Council of Wales to build on the foundations of the Family Arts Campaign initiative through Wales. Fieldwork is working closely with the central UK Campaign team.


The campaign is overseen by a Project Board:

Kathryn McDowell, (Chair) Managing Director, London Symphony Orchestra
Peter Helps Chief Executive, Sinfonia Viva
Jessica Hepburn Executive Director, Lyric Hammersmith
Karin Gartzke International Business Development Director, Ambassadors Theatre Group
Robert O’Dowd Chief Executive, Rose Theatre Kingston
Emma Gladstone Artistic Director & Chief Executive, Dance Umbrella
Deborah Sawyerr General Manager, Bush Theatre
Julia Bell National Coordinator, CVAN
Anne Torreggiani Executive Director, The Audience Agency
Shona Powell Director, Lakeside Arts Centre
Anand Shukla Chief Executive, Family and Childcare Trust
Matthew Rowe Director, Firstsite
Sue Grayson Ford Director, The Campaign for Drawing
Sally Lewis Portfolio Manager, Arts Council Wales
Lucy Wood Producer, Tall Stories


Central co-ordination is led by a small team:

David Brownlee Campaign Director (p/t)
Mari O’Neill Campaign Manager
Clair Donnelly Communications & Administration Officer


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Developing family audiences screencast

Increasing levels of arts engagement by families is a challenge for arts and cultural organisations. This free screencast is aimed at those involved in creating and promoting family offers from marketing and programming through to front of house.

Divided into nine parts, each self-contained video is packed with lots of useful information covering the family audience development process, including developing insight, strategies and campaigns, and using digital channels to target, engage and enhance the family audience experience.

In partnership with

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