Share the Dignity launches ‘A Bloody Good Christmas’: A new way for businesses to give back this festive season

This Christmas, Share the Dignity is inviting Australian businesses to swap the ribbon for reason with the launch of 'A Bloody Good Christmas', a corporate virtual gifting campaign that gives back.

The initiative offers a simple, meaningful and fully virtual alternative to traditional corporate gifts. Instead of sending hampers or branded merchandise, companies can purchase an online donation on behalf of clients, partners or staff; sponsoring a gift for a woman or girl in need.

Each donation funds an It's in the Bag filled with essential items such as shampoo, conditioner, deodorant, soap, toothbrush and toothpaste, and period products - items that can mean the world to someone experiencing homelessness, domestic violence or financial hardship.
 

"We know this time of year can be stressful for businesses trying to organise sometimes hundreds of gifts," says Rochelle Courtenay, founder of Share the Dignity. "A Bloody Good Christmas makes it easy to give a gift that truly matters. In just a few clicks, companies can brighten someone's Christmas morning while also giving their clients, partners and staff something to feel genuinely proud of."

A Virtual Gift with Real Impact
 

Unlike traditional gifting, the campaign is entirely digital. Businesses simply visit www.sharethedignity.org.au/bloody-good-christmas, choose how many gifts they'd like to donate, and receive a customisable e-card to share with recipients; letting them know that a donation has been made in their name.
 

The initiative not only saves time and logistical effort but also provides a tax-deductible, feel-good alternative that aligns with the growing demand for purpose-led gifting.

"It's a small act of kindness that has a ripple effect," Courtenay says. "Every bag represents hope, love and dignity for a woman or girl who might otherwise go without this Christmas."

Complementing Share The Dignity's Annual 'It's In The Bag' Event

A Bloody Good Christmas runs alongside Share the Dignity's much-loved 'It's In The Bag' campaign - the charity's annual national donation drive, supported by Bunnings, where the public fill handbags with essential items and drop them off between 14-30 November 2025.
 

While It's In The Bag calls on everyday Australians to physically donate bags, A Bloody Good Christmas gives businesses an equally powerful way to contribute online, helping Share the Dignity meet growing demand from more than 3,500 charity partners across Australia.

In 2024, the charity distributed over 111,000 bags, but this still fell short of the 205,000 requested. With A Bloody Good Christmas, Share the Dignity hopes to close that gap and reach even more women, girls and mothers who will otherwise go without basic essentials or a gift on Christmas morning.

A Season For Purpose

With more than one in four women in Australia having experienced domestic or family violence, and rising cost-of-living pressures pushing many into homelessness, the need for support has never been greater.

Courtenay adds, "We can't fix domestic violence or homelessness overnight, but we can make sure every woman feels seen, valued and remembered this Christmas."

How to Give the Gift of Dignity

Businesses can participate in A Bloody Good Christmas by visiting www.sharethedignity.org.au/bloody-good-christmas. Each donation is tax deductible and directly funds It's In The Bag, ensuring that no woman or girl wakes up on Christmas morning without the dignity she deserves.

For all media enquiries, please contact MHPR: Meg Hutchinson | 0417 684 424 | meg@mhpr.com.au