Stockland celebrates diversity by recognising ‘all those who mum’ in Mother’s Day ad

Australian property development company Stockland has launched its Mother’s Day campaign by celebrating “all those who mum”.

The ‘To all those who mum’ campaign, created by CX Lavender, celebrates all different types of mothers including single mothers, step-mothers, mothers with bags under their eyes and mothers who have adopted.

“To all those who mum, who sacrifice daily, lead by example and make do with the burnt bits, who replace designer bags with bags under eyes, mums with stretch marks and battle scars, mums who’ve adopted, fostered, those who mum together,” the ad says.

Alongside the one minute spot, Stockland has created a website which features a collection of stories from mothers around the country who discuss what being a mother means to them.

Ben Allen, general manager of marketing at Stockland, said it is important to celebrate diversity and recognise all the different types of mothers.

“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.

“We see Mother’s Day as an opportunity to celebrate women and the diversity of motherhood.”

Allen said the campaign aims to inspire people to celebrate the women who have helped raised them.


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