Stockland has released an inspirational Father’s Day Campaign, launching across its national social and owned media channels to an audience of over 415,000 people.

The heart-warming, content-led campaign, titled ‘Dad. A small word for a big job’, celebrates modern fatherhood and acknowledges the many important roles dads play before encouraging shoppers to thank the father figure in their life this Father’s Day.

The campaign is the work of creative agency CX Lavender.

Ben Allen, general manager Marketing at Stockland, said: “We are proud to present a Father’s Day campaign that celebrates all dads and father figures across Australia and acknowledges the many different and important roles that father’s play in our families and communities.

“While Father’s Day is widely celebrated in Australia, it can be less emotive than Mother’s Day. Mums tend to get rightfully flooded with appreciation and very personal gifts on their special day. But dads don’t always get the attention they deserve and generally receive more practical style presents like socks and tools.

“With Google Trends datai indicating that search volume for Father’s Day is one third of that of Mother’s Day, we saw an opportunity to encourage Australians to give their dads the Father’s Day they deserve.

“With this in mind we collaborated with CX Lavender to create an engrossing and emotional campaign that celebrates the various roles dads play and compels shoppers to think about how they can thank the father figure in their life.”

“Whether the sideline supporter or the strong silent type – this Fathers’ Day we’re celebrating all kinds of dads.”

As a local extension of the campaign, Stockland also worked with Ella Smith Communications to create ‘The Dad Files’, an editorial and portrait series that celebrates the faces of dads around Australia.