After more than a decade of inspiring service, Oxfam Australia’s much-loved Charlie the Goat has announced his retirement.
A firm favourite from the charity’s gift catalogue since 2007, Charlie quickly became known for his quirky goat puns on the Unwrapped gift cards.
Oxfam Australia Chief Executive Lyn Morgain said Charlie’s popularity over many years has supported millions of women, men and children around the world to lift themselves out of poverty.
“As Unwrapped’s most popular ‘gift’, Charlie has made quite an impact over the years, not only for Oxfam’s programs but also in inspiring countless Unwrapped supporters to rethink their way of giving — that’s quite an accomplishment,” Ms Morgain said.
This year, Oxfam will be retiring Charlie from the Unwrapped catalogue, a reflection of the changing direction of the organisation.
“In the past, these programs have offered material solutions to help people tackle poverty — be it a goat for a farmer in Afghanistan or a new well for a water-deprived community,” Ms Morgain said.
“Today Oxfam uses more long-term and impactful ways of tackling the inequalities that keep people in extreme poverty, such as empowering women with the skills and confidence they need to engage in business and politics.
“As our programs shift towards long-term solutions, this will also be reflected in our Unwrapped gifts. And this is why Charlie the Goat is stepping aside to make room for a new generation – a whole new breed even – of champions for change.”
Launched in 2006, Oxfam Unwrapped was one of the first ethical gift catalogues of its kind in Australia, providing a way for everyday Australians to think consciously about their gift giving, particularly at Christmas time – a time when many unwanted and unused gifts are exchanged by families and friends each year.
“Charlie the Goat itself was inspired by a (human) member of Oxfam’s creative team, whose name was Charlie,” Unwrapped Project Lead Ourania Mohr explained.
“Charlie used to be the signatory on all Unwrapped supporter communications. When he left the team, Charlie the human morphed into Charlie the Goat, and quickly gained a cult following from Oxfam supporters and gift catalogue purchasers.
“Charlie the Goat has had many great career highlights over almost 10 years including a publicity event involving a trojan goat at Federation Square in Melbourne and also some television appearances. He even inspired a Fairtrade chocolate goat as an available add-on purchase one year.
“While we’re sad to see Charlie retire, it’s now time for him to step back and enjoy some greener pastures.”
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