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How Target Australia is changing up traditional Mother’s Day marketing

Target Australia GM of marketing, Jamima White; ACF manager of parenting and early years services, Pat Jewell; Target Australia head of community, Kate Thiedeman; ACF ambassador Rosie Batty; Target Australia community relations advisor, Frankie Swithinbank (l-r) Source: Supplied
Former Australian of the Year Rosie Batty knows better than anyone how difficult Mother’s Day can be. In 2014, her son, Luke, was murdered by his father, a shocking tragedy that upended her life and drove her to start campaigning against family violence. But she also experienced a much earlier loss that has shaped her feelings about Mother’s Day from a young age. “My mum died when I was six, and so Mother’s Day to me was always, ‘Well, I don’t have a mum to buy a card for’,