Home » Stockland launches ‘The Letter Project: To All Those Who Mum’
Industry News Marketing

Stockland launches ‘The Letter Project: To All Those Who Mum’

Stockland's ‘The Letter Project: To All Those Who Mum’

Stockland has partnered with a number of Australian writers and Western Sydney University to further connect and empower mums across the country this Mother’s Day, launching ‘The Letter Project: To All Those Who Mum’. Australian mums of all walks of life are 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, “This campaign aims to unite mums across the country; to let them know they are not alone in their challenges or insecurities.”

“We strongly support diversity and feel it is important to recognise the variety of 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 appreciated not just this Sunday, but every day of the year,” he said.

Celebrating Mother’s Day by highlighting what Mums do

Ben Allen continues, “We see Mother’s Day as 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.”

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

“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”, Nolan said

Men, women and children alike can 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.

Supporting all types of Mums and new Mums

“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.

Stockland is also collaborating with Western Sydney University to support new mums this Mother’s Day. This year’s campaign builds on the 2018 recognised Mother’s Day campaign “To All Those Who Mum.” The full content hub including all open letters, partnerships and gift guides can be found at www.stockland.com.au/mum.

About the author

Avatar photo

Shopping Centre News

Shopping Centre News (SCN) is in the ‘information business’, and is perceived as such by its readers. Daily industry news makes shoppingcentrenews.com.au a must-visit as part of the morning routine for those who want to keep right across the latest retail developments and events, while SCN's premium magazine is the leading publication for the shopping centre industry in Australia and New Zealand.

Known as the ‘industry bible’ SCN is printed five times a year with fascinating, in-depth features and important critical analysis written by known industry insiders as well as the popular ‘Guns’ reports, which ranks Australian shopping centre performances. Shopping Centre News is the only publication in the world that features centre statistics on Turnover, Turnover per square metre and Specialty Shop turnover per square metre for every major centre in Australia.

Add Comment

Click here to post a comment