NCT begins antenatal campaign

Childbirth and parenting charity NCT is launching a campaign to lure parents to its antenatal classes.

Pregnancy: NCT classes
Pregnancy: NCT classes

The charity has an increased number of spots available on its courses, and it will run a regionally focused campaign this week to encourage take-up of its pre-and post-natal classes.

The in-house press team, alongside retained agency Geronimo, will contact parenting press, and the parent pages of the national newspapers and local press. It will particularly target the South East, Devon and Cornwall, where there are a greater number of places available on the courses.

NCT is keen to emphasise that, unlike other private providers of antenatal care, all of its teachers are trained to diploma standard. The charity has a two-and-a-half-year training programme that all its teachers must attend.

It will also use the campaign to raise awareness of the organisation and its recent re-brand. It is keen to make sure the public understands it is a charity, and needs donations.

The charity used to be known as the National Childbirth Trust until it underwent a £30,000 re-brand in January, which it hoped would make it appeal to a wider and younger audience.

It handed a retained brief to Geronimo last June, following a four-way pitch. At the time the charity said it was keen to shake off its image of being 'the breast-feeding mafia'.


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