14 May 2019   

10 min read
Stockland’s 2019 Mother’s Day campaign built on last year’s very successful ‘To All Those Who Mum’. This year, Stockland partnered with a number of Australian writers and Western Sydney University to connect and empower mums across the country on Mother’s Day with the launch of ‘The Letter Project: To All Those Who Mum’.
Australian mums of all walks of life were invited to explore the open letter editorial series written from one mother to another, containing honest and inspiring thoughts, both good and bad, on motherhood; in a bid to help mothers feel better connected and understood.


Ben Allen, GM Customer and Group Marketing at Stockland said: “Our campaign aims to unite mums across the country; to let them know they are not alone in their challenges and insecurities. We strongly support diversity and feel it is important to recognise all the mums we see in our communities, from new mums, step mums and working mums, to single mums, grandmothers and all those in between".

“Mother’s Day has a unique meaning to each person and we wanted to capture this diversity in our campaign stories to help mums feel heard, seen and appreciative not just this Sunday, but every day of the year.”

Mamamia podcast host Mandy Nolan was one of six Australian writers with diverse experience of motherhood to have authored the open letter series.


Mandy said “Between the six of us, we know a little bit about mums. We want to make the world a better place for women and girls, part of which starts with helping women to feel connected and understood. ‘The Letter Project’ does just that; sharing bold and candid insights about motherhood without the frills or ribbons.”


Men, women and children alike could also show their support by either sharing one of the open letters on social media, or write their own using the hashtags #FOMTA and #FromOneMotherToAnother.


Stockland is also collaborating with Western Sydney University to support new mums this Mother’s Day.


“The blissful side to parenthood is often discussed, but Western Sydney University research shows that becoming a new mother can also bring with it overwhelming emotions at a time when you least expect it,” said Professor Virginia Schmied, School of Nursing and Midwifery, Western Sydney University.


“We began this letters project to encourage the sharing of wisdom to support new mothers and to address maternal worries and anxiety.”


“The letters will be hand delivered to new mothers at Western Sydney hospitals on Mother's Day, with the aim of supporting and inspiring them during such a significant time,” Professor Schmied said.


Ben Allen continued, “We see Mother’s Day as an opportunity not just to celebrate women and the diversity of motherhood, but also help mums feel better connected in their challenging role. We have built on the success of this campaign, and truly hope it will inspire people to acknowledge, thank and celebrate the incredible women who have helped raise them.”


Stockland retailers were also provided the opportunity to connect with customers looking to spoil someone special this Mother’s Day, but participating in our online Gift Guide.


With average monthly page views on the Stockland website of more than 650,000 nationally, this was a great opportunity for retailers to connect with customers looking for gift ideas and inspiration to spoil and pamper their mum.


By showcasing products in our tailored online gift inspiration, retailers are tapping into a key retail occasion for families nationally.


To showcase your products for future campaigns, please contact the Stockland national marketing team at nationalretailmarketing@stockland.com.au.


The full content hub including all open letters, partnerships and gift guides can be found at www.stockland.com.au/mum