Seed Heritage has launched its second-annual 'Read with Seed' campaign in partnership with the Australian Literacy and Numeracy Foundation (ALNF).
The campaign sees Seed launch an exclusive range of limited-edition children's pyjamas with all profits donated to the ALNF and its literacy and numeracy programs.
The 2021 campaign is fronted by Wirangu/Guburn/Kokatha man, father of five and AFL legend Eddie Betts.
Betts joins the campaign after personally experiencing the challenges and disadvantages that illiteracy can bring.
When Betts entered the AFL at 17 he was unable to read or write. He has now written two books, 'My People' and 'My Kind' as part of his Lil Homies range of books.
"Seed has always been a family favourite and I know that my partner Anna loves the brand," Betts said.
"[This campaign] meant that we could highlight the inequalities experienced by communities in accessing resources.
"For me it was a no brainer to make sure I aligned myself with a brand like Seed Heritage that could get national rollout to highlight the important work that ALNF does in communities through giving access to resources," he said.
The unisex range of pyjamas feature animal characters printed on a relaxed long-sleeve and a full-leg style.
Brandbank Group CEO David Thomas added that the brand proud to support the ALNF.
"As an Australian brand, Seed Heritage is especially proud to support organisations who make a true difference to children in communities around the country.
"In our second year partnering with ALNF, we have produced a limited edition 'Read with Seed' children's pyjama set, with 100% of proceeds going direct to ALNF.
"We hope together with ALNF, we can do our part to help kids dream big," he said.
ALNF co-founder and executive director Kim Kelly welcomed the 2021 instalment of the Read with Seed campaign.
"We are incredibly proud to be partnering with Seed Heritage an organisation that we know cares deeply about creating a better future for First Nation families and children.
"Together we are focused on transforming lives through literacy and education.
"With their generous support we'll be able to continue our collaborative and innovative literacy programs with communities around the nation.
"These gorgeous pyjamas truly allow children everywhere to dream big and be the authors of their own bright futures," she said.
The Read with Seed pyjamas are available on the Seed website and retail for $39.95.