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Literacy is freedom campaign

[by Georgia Dalley]


Tony Armstrong. Image: supplied

The Australian Literacy and Numeracy Foundation (ALNF) have joined forces with Australian creatives Deus Ex Machina to create a limited-edition commemorative t-shirt as part of a powerful campaign transforming and empowering First Nations communities across the country through literacy, language and education, launching during National Reconciliation Week (27 May - 3 June 2022).

The campaign has garnered the support of some of Australia’s most loved faces, wearing the commemorative Deus ex Machina designed tee and sharing their messages of support during National Reconciliation Week on their social media platforms. Designed and printed in Australia on 100% cotton, the limited-edition tee is available for sale from 27th May, 2022 with 100% of the proceeds supporting ALNF’s vital work with First Nations communities.

The campaign features famous Australian faces and ALNF ambassadors and friends including Adam Goodes (ALNF Board Member), Danzal Baker (Baker Boy), Hugo Weaving, Michala Banas, Miriam Margolyes, Tim Minchin, Asher Keddie, Vincent Fantauzzo, Virginia Gay, Benjamin Law, Isaiah Firebrace, Lance and Jesinta Franklin, Nathan McGuire, Luke Carroll, Clare Bowditch, Brooke Blurton, Eddie Perfect, Tony Armstrong, Casey Donovan, Zoe Norton Lodge, Chloe Zuel and the cast of Hamilton, Alan Brough, Narelda Jacobs and Zindzi Okenyo among many others.

"We need collaboration, bravery and commitment if we want to pave the way for a brighter future for Aboriginal and Torres Strait Islander children, families and communities. We are excited to be partnering with an iconic Australian brand, standing with us and supporting our goal to give every single Australian a voice through literacy, language and education. Reconciliation is everybody’s responsibility, and it’s an important time for us all to reflect on what we can do to be part of the change. The simple act of buying and wearing this powerful t-shirt contributes to the creation of a fairer and more just Australia." – Kim Kelly ALNF Co-Founder and Executive Director

“Literacy is one of the many ways Deus as a brand expresses itself, and like ALNF we recognise that people who have difficulty reading, and writing suffer from poor self-esteem and negative life experiences. That becomes more evident as time goes on, particularly in an age driven by degrees and paper trails”. – Dare Jennings Deus Ex Machina Founder

Aboriginal and Torres Strait Islander children continue to fall through the cracks of our education system, trapping them in a cycle of vulnerability and illiteracy. ALNF believe literacy is freedom - to take control of your life, be informed, have a voice, stand up for your rights, resist exploitation, and be self-confident and self-reliant. Literacy unlocks the door to learning and a world of endless possibilities. Every child, everywhere, should write their own bright future.

This campaign is for all Australians, from all walks of life- coming together to make real change and tackle the unfinished business of reconciliation. We are stronger together.


The collaborative tee retailing for $59.99 can be purchased at David Jones online and select David Jones locations, in-store at Deus Ex Machina Camperdown and Good Ways Deli Redfern from May 27th 2022.



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