The first twelve months a blur for mums - Westfield’s We are Family Campaign

The first twelve months a blur for mums

“The first twelve months after my baby was born were the most extreme - the most

extreme highs and the most extreme lows. I felt like I was in a kind of state of shock and

completely underqualified for the job. But yet, miraculously, each day I got a little stronger

and a little more confident. And we just grew together!”

~ Kate L, mum of one aged one year and three months

The Better Health Channel reveals that one in ten mums experience postnatal depression within

the first twelve months of child rearing. Further research (Le Blanc, Naked Motherhood) shows

that 88% of first-time mums experience some degree of postnatal stress, which may not develop

until years after the birth of their first baby.

Karen Miles, author of The Real Baby Book You Need at 3 am, believes mums can alleviate their

stress by sharing their experience with other mums. “Being a mum can be very isolating and

nothing can fully prepare you for the birth of a child. Communication is an important part of the

transition; seeking support and a network of like-minded mums can make a big difference day to

day. There are a lot of avenues for mums in Australia for help and information. Know that over

time your confidence will grow with practice and a lot of patience!”

Miles is one of the experts hosting The First Twelve Months events in the new Westfield We Are

Family Campaign, with these particular events designed to provide practical advice in coping

with the first twelve months of motherhood.

Between June 16 and August 10, We Are Family will host approximately 160 free, interactive

events on a diverse range of topics at 32 Westfield centres across the nation for mums to learn,

share and meet other mums in the community.

To help mums navigate their busy lives, over 1.3 million free Westfield We Are Family local guides

will be available with helpful hints from other Mums, expert advice and quick access to community

information. For more details, enquire at your local Westfield centre or check out the new We Are

Family website at www.westfield.com.au/wearefamily on June 16 to be part of the family!

The Westfield major consumer marketing campaign “Shop for your Schools” has been an enormously successful

community initiative providing 1500 primary schools and approximately half a million kids across the nation with

over $12 million in educational technology.

After significant research into the needs of their shoppers, Westfield has looked at new ways to support local

communities.

Westfield now proudly announces the 2008 We Are Family campaign

Mums are a large part of the Westfield customer base and the linchpin of the communities Westfield is part of.

From the 8.3 million shoppers passing through Westfield centres each week, 2.3 million are mums.

Westfield created the We Are Family campaign after committing significant time and research into identifying the

core challenges facing Australian mums.

We Are Family highlights the real life experiences and insights of Australian mums by generating content around

those areas identified as ongoing challenges, providing mums with informative and enriching material to help them

as women and as mothers.

We Are Family is a bridge between Westfield centres, the community and their valued consumers, mums,

making shopping easier for mums, and more fun for kids.

The national campaign has three components and is free to the public:

Online (June 16)

The We Are Family website is an online portal by mums for mums. Helpful tips by mums who

know best with expert advice by leaders in practical parenting. Mums have the opportunity to

share their insights and develop new found relationships in the Westfield We Are Family online

community. Visit

www.westfield.com.au/wearefamily.

Guide (June 16)

Over 1.3 million copies of the We Are Family local guides, created in tandem with ACP

magazines, will be available in Westfield centres across the nation. Each guide will be created

with local content applicable to the community for easy access to informative content and helpful

tips by mums for mums in the areas of: Happy Parents, Eating Well, Happy Kids, Staying

Active.

In Centre Events (June 16 – August 21)

Approximately 160 interactive events will be held in 32 Westfield centres across the nation on a

range of topics for mums. The events will provide mums with informative and enriching material

by leading Australian experts while fostering a strong sense of community for mums at their local

Westfield centres.

The events give mums the opportunity to learn and share more about being mums. Each Westfield centre will

host between two to six interactive events led by local and national Australian experts based on the topics

below:

Mum Coach - Helping mums with comprehensive tips for time management
The First 12 Months - Navigating the trials and joys of the first twelve months of parenting
Working Mums Club - Tips for balancing work and family for mums looking to join the workforce or
mums already in the workforce
It Takes a Village - Experts join mums for a community forum to talk about a range of topics
DIY Beauty - To look and feel refreshed, some practical tips to help you feel better through do it yourself beauty routines
Laughter is the Best Medicine - Leading mum comediennes provide laughter on the silly and sublime of
motherhood
Taming the Toddler Tantrum - Practical tips for mums in taming the almighty toddler tantrum
Better Buddies - Understanding bullying both inside and outside the home to create better
buddies

Visit www.westfield.com.au/wearefamily for more information.

Mum Zone Release Date: 21st June 2008