iNHouse Communications is proud to have been behind a ground-breaking campaign by the National Childbirth Trust (NCT), the UK’s largest parenting charity, and Starbucks to make the High Street a more supportive place for parents with young children.

Our team identified a potential opportunity for Starbucks to enhance their existing family offering and identified NCT as a potential partner. We introduced the two organisations and negotiated the ground-breaking deal between NCT and Starbucks and have been involved at every stage of the charter’s development. We provided strategic advice and communications support to both NCT and Starbucks from start to finish for this exciting campaign.

The Charter commits to ensuring a supportive environment for parents, particularly when it comes to feeding their child whether by breast, bottle or high chair.

A training programme, designed by qualified professionals from NCT, has been delivered by Starbucks to its baristas across the country. The training increases understanding of the needs of parents with young children or babies so parents can feel confident to ask for help where needed. Starbucks stores will display the NCT Parent Friendly Places badge via a window sticker, alongside the Charter.

NCT hopes their work in developing the Parent Friendly Places Charter with Starbucks will lead the way for others on the High Street to  offer a welcoming environment for young families.

The NCT Parent Friendly Places Charter

NCT’s Parent Friendly Charter recognises the work of partners who commit to ensuring that they are ‘parent-friendly’.

Partners commit to offering:

  • A warm welcome for you and your family
  • A place where you can feed your baby or toddler in comfort, knowing staff will support you without judgment
  • Help from staff if you need any assistance; for example if you need help finding seats or carrying anything
  • An open and responsive approach to your feedback

News of the partnership achieved widespread positive media coverage in most national newspapers and across a variety of social media – reaching an audience of more than six million people. It was also supported by a Parliamentary event to inform politicians of the Charter.

iNHouse Communications’ Director Jo Tanner said: “We are proud to have been involved in this project at every stage from inception to delivery. We have worked with great partners on this fantastic campaign which is an important step towards making parents of young children feel welcome on the high street and to not be judged on their feeding method.”