Rosie Batty Stars In New “All That She Is” Mother’s Day Campaign For Target

Rosie Batty Stars In New “All That She Is” Mother’s Day Campaign For Target
B&T Magazine
Edited by B&T Magazine

This Mother’s Day, Target Australia and the Australian Childhood Foundation are once again partnering to support more women and their children to be safe, strong, and healthy.

As part of the latest campaign, Target and the Australian Childhood Foundation are celebrating “All That She Is” by enlisting three key ambassadors who have been selected as advocates of the campaign to celebrate the many roles women play in the community.

The ambassadors include domestic violence campaigner and 2015 Australian of the Year, Rosie Batty (featured image), Kate Thiedeman, head of community at Target Australia, and the Australian Childhood Foundation manager of parenting and early years services, Pat Jewell.

“To me, Mother’s Day is a time to celebrate and acknowledge the many women, no matter their role or title, who positively impact children’s lives,” said Batty.

“My grandmother was the most important woman in my life, and she lived until she was 100. She was able to be that significant person that meant an awful lot to me, as have my aunties, and people within the community. These people, these women, they influence you in ways that you don’t always realise.

“I’m a very proud Patron of the Australian Childhood Foundation and the amazing work that they do for children who are incredibly vulnerable and who have potentially life-changing trajectories that none of us would wish for.

“For me to be able to support a campaign that highlights the work of the Australian Childhood Foundation, women, and some of the challenges that these brave, resilient and inspiring children face is incredibly rewarding.”

As part of the campaign, Target Australia is launching a range of limited-edition charity tote bags designed with positive affirmations that have been shared by participants of the Australian Childhood Foundation’s BUGK program.

From every sale of the charity tote bags, $2 is donated to the BUGK program to empower mothers to provide the nurturing and reparative care required by children to recover from the traumatic impacts of experiencing abuse and family violence.

“At Target, women and families are at the heart and soul of our business, and we believe it’s important to shine a light on the many different roles’ women play in children’s lives and ensure everyone feels really special at this time of year,” said Thiedeman.

“Our community vision is to support women and those they love, and we feel so very proud to be able to launch these bags for our customers and raise awareness of the Australian Childhood Foundation and their work in walking alongside parents to create safe, kind, and respectful environments and connections with children.”

Jewel added, “Our belief is that every parent is trying to do the best they can for their children, and we help many different women from very different diverse circumstances to build positive and nurturing connections with their children.”

Target Australia will also be donating over 600 of the bags packed with products carefully chosen for women participating in the BUGK program, to the Australian Childhood Foundation centres across Australia.

The campaign will run until Mother’s Day.

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