National Childbirth Trust Appoints December19 as Strategic Media Partner Ahead of 70th Anniversary
Independent media agency December19 has been appointed by the National Childbirth Trust (NCT) to develop and execute a comprehensive media strategy as the charity prepares to celebrate its 70th anniversary in 2026.
Introducing the Partnership
December19, a leading independent media planning and buying agency, will work with NCT to challenge assumptions and drive competitive advantage through strategic interrogation of how the charity reaches and engages with parents. The appointment comes at a pivotal moment as NCT looks to strengthen awareness, deepen trust and drive course bookings in an increasingly competitive market, while diversifying revenue streams to support more families across the UK.
NCT has been supporting parents for nearly 70 years through evidence-based, education, information, connection and empowerment. The charity offers paid-for antenatal and postnatal courses, which help fund free services for all, including an Infant Feeding Helpline, local support groups and community events, and campaigns for safer, fairer maternity care. With a bold vision to reach every parent who needs support, NCT specifically sought an agency with a challenger mindset - one willing to ask uncomfortable questions and push strategic thinking beyond conventional approaches.
David Lucy, Managing Director at December19 states: "NCT represents the kind of mission-driven organisation we're proud to work with at December19. They're not looking for an agency to simply execute a brief - they want a partner who will challenge thinking and ask the bigger questions. What if the traditional approach to marketing antenatal courses is holding them back? What assumptions should we interrogate about how parents discover and choose NCT? These are the questions that unlock competitive advantage, and we're excited to bring our strategic interrogation methodology to help NCT reach more parents and drive sustainable growth as they enter their eighth decade of supporting families."
Jaine Sykes, Director of Marketing and Engagement at NCT, added: “We needed an agency partner who would push our thinking, not just deliver campaigns. December19 demonstrated they understand that breakthrough moments come from asking difficult questions and challenging the status quo. As we prepare for our 70th birthday and look towards the next 70 years of NCT, we're thrilled to be working with D19 to unlock new opportunities for growth that will help us reach the parents who need us most."
About National Childbirth Trust
NCT is the UK's leading charity for pregnancy, birth and early parenthood. For 70 years this year, NCT has been providing evidence-based, non-judgemental support through their antenatal and postnatal courses and workshops, an Infant Feeding Helpline, local support groups, community events, volunteering opportunities and national campaigning.
Their vision is that every parent feels confident, connected and safe and last year, NCT supported nearly 180,000 parents in-person and millions more online.
Learn more at www.nct.org.uk