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

Part 1: An overview of the family audience development process

Developing an audience development plan is key for arts and cultural organisations. This planning process can be used to support the development of specific audiences, such as families. In this section of the screencast, Lucie Fitton describes the key stages of audience development planning for families.


Screencast overview
  • Part 1: An overview of the family audience development process
  • Part 2: Developing insight about family audiences
  • Part 3: The family audience development strategy
  • Part 4: Campaigns to target family audiences
  • Part 5: Targeting family audiences via digital channels
  • Part 6: Engaging family audiences via digital channels
  • Part 7: The whole experience
  • Part 8: Using digital to enhance the family experience
  • Part 9: After the event
In partnership with

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