Trending towards mainstream family-friendly artforms, like cinema and pantomime, this group also engages in culturally specific projects that reflect their own communities.

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Explore the artistic interests and preferences of Frontline Families:


Families within this group are looking for tried and tested product in the main, which has the necessary guarantees for enjoyment from their children.

  • With household children spanning across primary school age brackets, a range of product for different learning stages (but without being too prescriptive) is important – not forgetting those older (but not yet teenage) groups.
  • As extended families are also common in this segment, programmes and experiences suitable for inter-generational groups might also be relevant.
  • Most interested in the popular and mainstream, they are also more likely than the average to see work that is culturally specific, and may engage with such activities when they happen in their communities – most likely to be free.
  • Engaging this group more deeply with more ‘risky’ or contemporary product would need to involve community engagement or work offering programmes, workshops and activities tailored to their needs.


Their choices are particularly family-oriented such as cinema, pantomime, live music, musicals, carnival, circus and plays/drama.

  • Free Family friendly offers, local with a more popular or community focus – e.g. music and festivals, open days with non-bookable in advance drop in activities – may be particularly effective.
  • Occasionally, maybe once or twice a year, a museum could be an easier option, or a trip to a local heritage site, if it is free.


Engaging families in community activities provides opportunities if they are free and offer social interaction potential for parents.

  • For this group participation is most likely to come via children, and catering for different age ranges is important (with a consideration of how to occupy those not directly involved, as well as their parents).
  • Activities which develop skills and confidence and could support job prospects may be more appealing, as well as opportunities for adults, that come with either time away from the family, or with with child care attached.
  • Making relationships between cultural organisations and local creative participatory activities would be effective – bridging the gap between participation and attending, though care should be taken to ensure that partners are in themselves family friendly.
  • Attracting more local families or those of a particular community should involve creation of links and consultation in order to devise appropriate projects or activities with the involvement of target groups.

Other LOW engaged spectrum groups