Property development company Stockland has released an inspirational Mother’s Day campaign across its national social and owned media channels.
The emotional content-led campaign, titled ‘To all those who mum’, celebrates all forms of mothering – both traditional and non-traditional – and encourages shoppers to thank the mother figure in their life.
Ben Allen, general manager of marketing at Stockland, said: “At Stockland, we are strong supporters of diversity and feel it is important to recognise the many different mother figures that we see in our communities from step mums, to single parents, grandmothers and foster mums, and all those in between.
“We saw an opportunity to explore what it means to mother by turning the word from a noun to a verb to celebrate all those who mum.
“With this in mind, we collaborated with CX Lavender to create a heart-warming campaign that recognised all types of mums on their special day, including those who often go unnoticed, compelling viewers to think about and thank all the mother figures in their life.”
As a local extension of the campaign, all 39 Stockland shopping centres have today launched an editorial and portrait series that celebrates the faces of mums from across Australia.
The series features a collection of stories from mother’s around the country who have been photographed and asked what being a mother means to them.
This content will be shared across the Stockland shopping centre websites and social media channels, as well as feature in pop-up galleries at several Stockland centres.
“With over 420,000 customer visits to a Stockland shopping centre every day, we see Mother’s Day as an opportunity to celebrate women and the diversity of motherhood,” Allen said.
“We truly hope this year’s campaign will inspire people to acknowledge, thank and celebrate the incredible women who’ve helped raise them.”
For customers who might be stuck for ideas this Mother’s Day, Stockland has also created a series of blog posts to help shoppers find a bespoke gift for the mother figure in their life.