Target Australia is building on its partnership with the Australian Childhood Foundation (ACF) with its upcoming Mother's Day campaign, 'All That She Is.'
Forging the partnership with ACF in 2021, Target is supporting the ACF's Bringing Up Great Kids Program (BUGK), donating funds to enable the development of a specific adaptation of the program that focuses on vulnerable young mums as they build positive and nurturing relationships with their children.
As part of the partnership, Target will launch a range of limited-edition charity tote bags designed with positive affirmations that have been shared by participants of the BUGK program.
From every sale of the charity tote bags, $2 will be donated to the program to empower mothers to provide the nurturing and reparative care required by children to recover from the traumatic impacts of abuse and family violence.
"Target is continuing the journey to support organisations that are meaningful and enable women and their children to be safe, strong, and healthy," Target head of community Kate Thiedeman said.
The tote bags launch as part of Target's Mother's Day campaign 'All That She Is' campaign, which celebrates the roles women play in their communities.
"From biological mums, adoptive and foster care mums, caregivers, grandmothers, aunts, sisters, teachers, counsellors and mums who don’t have their children in their arms – women, that no matter their title, play a significant role in the lives of children – and Target is celebrating all of them," Thiedeman added.
Fronting the campaign are two ambassadors: domestic violence campaigner and 2015 Australian of the Year Rosie Batty (pictured) and ACF manager of parenting and early years services Pat Jewell.
The All That She Is campaign will launch on April 7 and will run until Mother's Day (May 08).
The charity tote bags will be available in Target stores nationally, on the Target website and via the Target app from April 7 for $15, and $2 from every sale will go directly to the ACF's Bringing Up Great Kids program.