Our community is close to our heart.
Whether home or abroad, we care about our people and believe in supporting, respecting and empowering each other. In return, our community looks after us too.
Country Road has partnered with Australian charity Redkite every year since 2008. Redkite provides essential support for children and young people diagnosed with cancer, and their families.
Each year, the Country Road Head Office produces, packs and donates Redkite Red Bags to patients and families. These tote bags include practical items like toiletries, reusable coffee cups, vital information about support services and a teddy bear to cuddle.
Redkite distributes these bags to families right after their child’s cancer diagnosis, during the first few overwhelming weeks in hospital. Often, these families arrive at the hospital with nothing, uncertain of how long their stay in hospital will actually be.
More than just a donation, the Red Bags have grown to become a badge of honour, a symbol of connection to other families who had been through similar circumstances.
"When you see a Red Bag, no words have to be spoken, but there is a mutual understanding that we are going through or have gone through similar situations and stresses and that we’re not alone."Jill May, Red Bag recipient.
In 2019, we redesigned the bags and teddies to mark our 10-year partnership with Redkite. The bags were made bigger, with a protective layer on the base suitable for hospital floors. We also added more pockets for practicality and a bold stripe design that can be recognised by other families affected by cancer.
Since the partnership began, Country Road has donated over 6,000 Red Bags, and raised over $1.3 million for Redkite through customer, employee and corporate fundraising.
"10 years ago the caring Country Road team changed the face of support available to families at the devastating time of their child’s cancer diagnosis. Every day since, the beautiful and practical Red Bag has shown families that they’re not alone in the first, unexpected and life-changing days in hospital. Importantly, the quality Country Road Redkite Bags are treasured by families who continue to use them during hospital visits, sometimes for years after diagnosis. The Red Bag connects families in hospital together who are also experiencing their child’s cancer, representing a symbol of support and hope during a time when this is often missing."Monique Keighery, CEO, Redkite
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