In Australia, one in four women will experience domestic violence.

It’s in the Bag turns that devastating reality into something people can respond to immediately—by sponsoring a bag of essentials that offers safety, dignity, and care at the moment it’s needed most.

Supporters are invited to sponsor a bag filled with essential items for women and children escaping domestic violence.

That focus makes the outcome of giving easy to understand and emotionally immediate, which is vital amidst the noise and chaos of the festive season.

Each year, It’s in the Bag calls on Australians to help ensure women waking up in refuges, shelters, or temporary accommodation don’t face Christmas without basic essentials or a sense of care. A filled bag—containing toiletries, period products, and a handwritten note—offers both practical support and dignity at a critical moment.

145,000 bags donated—and counting

When supporters clearly understand what they’re giving and how it will help, they’re more likely to act—and to give more.

That clarity has been at the heart of It’s in the Bag since 2015, when Share The Dignity founder Rochelle Courtenay realised how meaningful everyday bathroom essentials could be to a woman doing it tough. What began as a simple, practical idea is now a nationwide campaign, with people able to sponsor a bag, pack it, deliver it, or help partner organisations get it into the hands of women and children who need it most.

By making the outcome of giving tangible and immediate, the December Sponsor a Bag campaign has driven strong year-on-year growth across donors, total funds raised, and additional donations.

The impact of that clarity is reflected in the year-on-year growth of the Sponsor a Bag campaign from 2024 to 2025:

60% ↑

Total number
of donors

34% ↑

Total campaign
income

71% ↑

Optional donations 
on top of bag sponsorship 

Five magic touches we love from this campaign

1. Real products that make the impact instantly clear

From the moment you land on the site, you can see exactly what your support provides. Each bag shows real products—period care, toiletries, everyday essentials—so there’s no mental leap required. You’re not just giving; you’re sponsoring a bag that will be packed and delivered to someone going through an incredibly difficult moment. That immediacy creates trust, understanding, and a strong emotional connection right from the start.

2. Two ways to give, seamlessly combined

The campaign brings together out-of-the-box shop functionality and donation blocks in a way that feels natural, not forced. Supporters can add one or more bags to their cart and check out, or they can choose to give via a donation amount instead. It respects different giving preferences while keeping the core action clear—making it easy for people to support the campaign in the way that feels right for them.

3. A handwritten message that makes giving deeply personal

Every sponsored bag includes a note from the supporter, which is then handwritten by the bag packer. This small moment of participation turns a practical gift into something deeply human—words of encouragement, care, and affirmation from one person to another. It’s easy to imagine what it would feel like to receive that bag and read that message, especially for someone who has just escaped a domestic violence situation or is doing it tough. It’s a quiet but powerful reminder that someone, somewhere, cares.

4. Digital baubles that bring those messages to life

Because It’s a festive campaign, those personal messages don’t stay hidden. They appear digitally through an interactive bauble wall—little ornaments you can hover over and click to read messages left by supporters. It’s a beautiful way to reflect collective generosity back into the experience, making the campaign feel shared, alive, and full of warmth.

5. Thoughtful details that add delight without distraction

Small design choices can make a big difference. The trailing cursor of soft, sparkly stars is a subtle touch, but it adds warmth and personality as you move through the page. It doesn’t overpower the cause—it simply brings a sense of care and thoughtfulness that mirrors the intention behind the campaign itself.