MANtenatal
The Challenge
MANtenatal was founded to address a significant gap in the antenatal space: support, education, and preparation for men during pregnancy and early fatherhood. While most antenatal services focus primarily on mothers, MANtenatal set out to create an inclusive, accessible and male-focused programme that speaks directly to expectant dads, offering them the knowledge, confidence and emotional tools they need.
However, launching a male-focused antenatal brand came with unique challenges. This was a market traditionally overlooked in both healthcare communications and mainstream parenting media. The concept was bold, but MANtenatal needed a powerful and strategic marketing and PR approach to cut through stereotypes, reach the right audience, and make meaningful impact, both on a consumer and institutional level.
Our Approach
We began by developing a clear and confident brand strategy that positioned MANtenatal as more than just a course, but as a movement redefining modern fatherhood.
Our multi-channel strategy included:
Brand Messaging & Positioning: We worked closely with the founder to articulate the brand’s mission and tone of voice, striking the right balance between approachable, informative, and empowering. Messaging was crafted to resonate with both dads and decision makers in the health and corporate sectors.
PR & Media Outreach: Our PR strategy focused on credibility and reach. We secured high profile press coverage in Men’s Health, the BBC, and a range of national media outlets, helping to elevate the brand’s profile and build trust with a broad audience.
National Campaigns: We spearheaded MANtenatal’s Father’s Day campaign, which included a series of powerful narratives shared across social media, press features, and community engagement. The campaign helped open up wider conversations about the emotional and mental load of becoming a dad - something rarely explored in the public domain.
NHS Trust & Corporate Partnership Outreach: We actively engaged NHS Trusts and large employers, positioning MANtenatal as a valuable, evidence-backed support service for male staff navigating parenthood. We created tailored pitch materials, email outreach campaigns, and strategic partnerships to successfully get the course in front of key HR and health stakeholders.
Social Content & Thought Leadership: We developed an organic social media strategy that spotlighted real dads, course highlights, and expert-backed content. Alongside this, we supported the founder with thought leadership pieces and podcast opportunities to further strengthen the brand’s authority and personal connection with its audience.
The Outcome
As a result of our marketing and PR strategy, MANtenatal has rapidly evolved from a niche idea to a nationally recognised brand.
Key achievements include:
Major National Media Exposure: Featured in Men’s Health, BBC Radio, and other leading outlets, MANtenatal gained credibility and visibility on a national scale.
NHS Partnerships Secured: Several NHS Trusts have now partnered with MANtenatal to offer the programme to new and expectant fathers as part of their perinatal mental health or parental wellbeing initiatives.
Significant Organic Growth: The brand’s digital presence has grown steadily through engaging social content, regular media features, and increased community interaction.
Positioned as a Leading Voice: MANtenatal is now widely seen as a pioneering voice in the space of inclusive antenatal education, with increasing interest from corporate HR departments and parenting networks alike.
Gordon presenting a live talk at The Baby Show, Olympia.