Marketing platform Gumtree and Aussie entertainer Jimmy Rees, have launched Ollie and the Spectral Spectacles, a children’s book to help parents teach their kids about how to be more financially savvy and sustainably-minded.
The new book builds on Gumtree’s commitment in support of the adoption of a national circular economy, in partnership with Planet Ark, and aims to drive awareness of the financial and environmental benefits of circular trading.
It also marks a step further in the company’s efforts to communicate its brand purpose of empowering personal economic freedom and responsible living.
Ollie and the Spectral Spectacles was developed following new research by Gumtree, which revealed Australian parents’ motivation to improve their kids’ financial and environmental literacy.
Findings show that nine in 10 Aussie parents rate teaching children about financial literacy as or more important than maths, yet 84 per cent cite barriers to educating them on finances. And although nine in 10 parents acknowledge they could be doing more to teach their children about living sustainably, one in five say they don’t know-how.
The research also helped inform the content of the book so that parents can use it as a tool to start discussing the value of money and sustainability with children aged eight to 12 years old.
The new children’s book will be launched to market through a multi-channel marketing campaign across PR, organic and paid digital, email, B2B marketing and owned channels, including onsite comms across Gumtree’s app and website, which counts over 7 million users per month.
The campaign features a series of short videos created on the premise that when Aussies trade together, they save together.
The first video that kick-starts the campaign shows a real-life version of the book’s main character, Ollie, alongside his dad uncovering the value of their unwanted items.
A second video will follow in line with further content set to appear across the other channels involved in this project.
As part of Gumtree’s educational efforts, the marketplace and Planet Ark will also be releasing lesson plans for primary school teachers nationwide to help inspire children to reduce their environmental footprint through circular trading.
David Low, senior marketing manager at Gumtree Australia said: “As a brand, we believe we have a responsibility to Australians, the environment and the community we operate in.
“It’s probably never been as paramount as it is today to take care of our planet and to help Aussies achieve financial freedom.
“As such, we’ve endeavoured to educate as many Australians as we can regarding the environmental and financial benefits of circular trading, and this includes helping parents to teach the next generation to make smart and sustainable choices now and in the future.”
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