Pretty Foundation Ltd
Pretty Foundation Ltd is a small-scale charity established in 2016. Their main activity is registered as other education primarily serving early childhood - aged under 6.
Body image development is a function of a combination of sociocultural influences and individual factors. At the Pretty Foundation our focus is on making an impact through the three key social cultural influences of parents, peers and the media. In the financial year ending 30th June 2018 we successfully launched several initiatives: 1. Pretty Powerful - August 2017 Our first initiative was the Pretty Powerful campaign which came under our Parents Pillar. The initiative sought to generate awareness and change behaviours around the power of words on young girls' body image. A downloadable parents' language guide was developed, alongside children's activity sheets. Parents were also given 4 positive body image phrases to explore with their girls over August. The results were extremely positive with: (i) 29.2M in media coverage (ii) 1075 downloads of materials (iii) Follow up surveys determined that 85% of parents intend to more frequently use language that encourages a healthy body image in their daughter 2. Charlie's Tales Book & Animation Series We launched our first initiative under our Media Pillar - the Charlie's Tales book and animation series. In January we launched the first book and in May we launched the 2nd alongside an animation pilot episode. The series was developed to create a character, Charlie, as a peer role model to set an example for our girls: one who embodies the characteristics of a healthy body image, and seeks to live her life to its full potential. We also hope to build resilience in our girls by instilling positive body image messages through each of Charlies adventures. In addition to the books that were developed we developed parents and educators guides and childrens activity sheets to more deeply explore the body image themes. The results of these first 2 books and animation pilot has been very positive: (i) 5M in media coverage (ii) 12,000 children have experienced Charlies Tales (iii) Within one month, over 50% of parents reported that the books had a positive impact on their childs body image
Who They Help
- Early childhood - aged under 6
Total employee expenses: $55,026 (28% of revenue).
Average full-time equivalent salary: $55,026.
Revenue vs Expenses
Pretty Foundation Ltd has seen an average annual growth of 433% in revenue versus a 3454% p.a. increase in expenses. This imbalance can sometimes mean a challenge for long-term financial management.
Assets vs Liabilities
Sources of Revenue
Sources of Expense
- Belinda Varughese
- Merissa Forsyth
- Public Officer
- Penelope Edmondson
- Peter Davis
- ChairpersonPossibly also represents: Blind Alliance Australia Incorporated, The Trustee For Royal Melbourne Hospital Neuroscience Foundation, Zema Scholarship Fund, Australian Pregnancy Register For Women on Antiepileptic Medication Inc., The Trustee For Rotary Club Of Melbourne Community Foundation, The Trustee For The Rotary Club Of Melbourne Community Foundation Extension Fund, Belrose Public School Parents And Citizens Association.
- Tabitha Mathew
- DirectorPossibly also represents: Transform Aid International Limited.
- Timothy Jacob
- Downes Kimberly
- Registration Status
- Charity is registered.
- DGR Status
Donations can be claimed as a tax deduction.
- Operating States
- VIC TAS NSW QLD WA SA ACT NT
- Entity Type
Australian Public Company
A company is a non-individual client type. Company is defined to include a body corporate and any other unincorporated association or body of persons but does not include a partnership or a non-entity joint venture. Health Promotion Charity
0432 986 924
- body image, children, animation, language, resilience, role model, behaviours