Matinée adopts the Family Arts Campaign’s Age-Friendly Standards

Arts Derbyshire one of first national organisations to adopt the Family Arts Campaign’s Age-Friendly Standards

Age-Friendly Standards logoArts Derbyshire and its flagship Arts and Health programme, Matinée, is one of the first cultural organisations who have adopted the Family Arts Campaign’s new Age-Friendly Standards. The Standards were developed in consultation with leading experts including Age UK, 170 arts and cultural organisations, and older arts attenders.

The Age-Friendly Standards provide specific guidance on welcoming older people and displaying this new kitemark affirms that the organisation has considered the often more complex needs of older visitors.

Arts Derbyshire prides itself on the exemplary welcome provided for older members of the
community through their county-wide cinema programme, Matinée. Matinée provides a
much-needed opportunity for older people living with dementia, alongside their friends and
carers, to take part in a fully accessible cultural activity in their own community – an activity
which is often inaccessible to them. Older people are valued audiences and these Standards
send a clear message that they are a priority for the organisation.

The development of the Age-Friendly Standards is a response to reported trends which
indicated a significant drop-off in cultural engagement in later life, due to multiple barriers
which older people may encounter.

The significant opportunity for arts and culture to play a role in enhancing quality of life for
older people is further reflected in Age UK’s 2017 Index of Wellbeing in Later Life 1 which
reports ‘Creative and cultural participation’ to be the most prominent indicator to wellbeing in
later life, scoring highest amongst a large range of contributing factors.

The Age Friendly Standards address five key areas when welcoming older audiences:
1. Building relationships
2. Considering suitable programming
3. Providing appropriate facilities
4. Communicating appropriately
5. Providing a warm welcome

‘Arts Derbyshire believes that art is for everyone. The Age Friendly Standards give clear
guidelines which will help us to ensure our provision is appropriate and welcoming. They will
also help us to work together with partner organisations across the county and beyond,
enabling more people to benefit from participating in arts activity, building communities and
improving health and wellbeing.’ Helena Reynolds, Arts Derbyshire Arts and Health Co-

The development of the Age-Friendly Standards was supported by Arts Council England.
Further information on the Age-Friendly Standards on