Mother’s Halo is giving the Cyclamen wings to fly

A new initiative by an Australian charity is set to catapult the cyclamen into the national Mother’s Day market and beyond. The Mother’s Halo Cyclamen label belongs to not-for-profit Motherless Daughters Australia (MDA), an organisation that supports women, girls and young children who have experienced the loss of their mother.

Aligning with the cyclamen’s historic symbolism of femininity, ever-lasting love and devotion, MDA is set to reframe Mother’s Day by encouraging the celebration of all mothers, including those with angel wings. The campaign will lean into the origins of Mother’s Day, which was created in 1907 to honour mothers who had died whilst also embracing its modern mandate of ‘spoiling mum’.

The Mother’s Halo Cyclamen is the first big fundraiser for MDA, last year the organisation received an estimated $6 million in media coverage during Mother Loss Awareness Week, which precedes Mother’s Day and has already secured full-colour print features and pro bono billboards for the Mother’s Halo Cyclamen. Radio and television exposure will be secured at a breakfast at Parliament House in Canberra on 11 May and will be attended by key MPs, all of whom will receive a Mother’s Halo Cyclamen.

The Mother’s Halo Cyclamen label for medium or large plants carries a 20-cent donation to MDA. It offers a unique opportunity to engage a wide range of consumers: those who want to honour the memory of their mum, comfort someone who is motherless, or give a gift to a mum, knowing it will have a positive impact on others.

Beyond 14 May, the campaign focus will shift to visibility within MDA programs including Friends in Grief, Memories of Mum journals and the online support group of more than 12,000 women.

Industry lead for the project is Adrian Parsons, Managing Director, Helix Australia, who in an act of ‘paying it forward’ conceived and developed the Mother’s Halo strategy with MDA Board Director Kellie Curtain. Adrian fondly remembers Kellie’s late mother Pamela, a florist in Glen Iris who assisted him in securing the contract for the 2007 World Swimming Championships medal bouquets.

“Our industry is a wonderful community that supports one another, and the Mother’s Halo has the right feel and is positioned perfectly for scale” , says Adrian.

Haars Nursery has warmly embraced and facilitated the Mother’s Halo launch into the market, also securing its debut with the local nurseries stall at the recent Melbourne International Flower and Garden Show. National Sales Manager Bruce Bott is confident the line has great potential.

“We have had a great response from our clients who are very excited at the launch of this meaningful initiative, and we are thrilled to be helping MDA and those affected by mother loss,” Bruce says.

The strong symmetry between the history of the plant and the strong emotions of all those whose mums are no longer alive is one James Wall from Garden World says is very powerful.

“There are literally millions of people women, men, girls and boys who no longer have a mother to visit or spoil on Mother’s Day,” James said. “This a tangible and bright way to remember them. Importantly, we are also helping to create awareness about where to get support.“

More information

For more information and a full list of stockists, visit www.motherlessdaughters.com.au or contact Kellie Curtain at kcurtain@motherlessdaughters.com.au

If you would like to get involved, labels can be purchased directly from Norwood or Motherless Daughters Australia.