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.
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]
This week Nova’s Fitzy & Wippa are celebrating 10 years of their iconic radio show and plenty of famous faces have weighed in on the feat! For Fitzy & Wippa’s 10-year anniversary show they were joined by a bunch of special friends who shared their messages and favourite memories over the last decade. The guys […]
Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]
Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]