David Jones has launched its annual 'Literacy is Freedom' campaign in partnership with the Australian Literacy & Numeracy Foundation (ALNF).
The campaign aims to raise awareness of the Indigenous literacy gap and to support the ALNF's efforts in Aboriginal and Torres Strait Islander communities.
Designers that have released limited-edition t-shirts to support the campaign include Camilla, Aje, P.E Nation and Levi’s, with 100% of the profits supporting the ALNF's literacy programs.
David Jones head of sustainability and good business journey Eloise Bishop said that David Jones is honoured to support the ALNF and contribute to the solution in closing the literacy gap.
"David Jones is extremely proud to support the ALNF, an organisation making tangible and lasting change in Australian communities.
"Being able to read and write is a fundamental human right and we are proud to partner with ALNF and to use David Jones’ platform to highlight the problem and most importantly, be part of the solution.
"Every dollar raised as part of the ‘Literacy is Freedom’ campaign has a lasting impact on Australian lives and will help us move closer towards closing the Indigenous literacy gap," she said.
The launch of the campaign follows the department store's commitment to the Darwin Aboriginal Art Fair Foundation’s (DAAFF) Indigenous Fashion Projects.
ALNF co-founder and executive director Kim Kelly added that the support from David Jones helps to transform children's lives.
"We are truly honoured to partner with David Jones and their community of designers and ambassadors on such an important initiative.
"Through our work together, we have been able to continue transforming children’s lives and contributing to the building of strong and thriving Aboriginal and Torres Strait Islander communities through literacy and education.
"We thank David Jones for standing with us again to give Indigenous children the chance to dream big," she said.
ALNF board member and David Jones ambassador Adam Goodes said that he is proud to front the 'Literacy is Freedom' campaign.
"The ALNF empowers whole communities by upskilling and providing qualifications for adults who are then able to provide literacy and numeracy support for their children and for future generations.
"Aboriginal and Torres Strait Islander children are three times less likely to meet the national minimum literacy and numeracy standards.
"Together with ALNF and David Jones, I’m proud to be helping young people read and write their way to a brighter future," he said.