• Jill May, Monique Keighery and Elle Roseby.
    Jill May, Monique Keighery and Elle Roseby.
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Country Road and children's cancer charity Redkite are celebrating 10 years of partnership, with a facelift to the Redkite x Country Road 'Red Bag'. 

The bag, created by Country Road for Redkite, is one of the first things given to families in hospitals upon recieving a diagnosis and serves not only as a care pack full of essentials such as toiletries and a teddy bear, but also as a symbol of support and comfort. 

In celebration of the ten year anniversary of the initiative, Country Road updated the design of the Red Bag which now includes additional pockets and increased functionality. The brand also updated the teddy which is included in the bag.

“For an item that the majority of Australians would probably see as insignificant and mundane, for families like ours it is a real symbol of love, cherishment and comradery," a recipient of the bag, Jill May said. 

"It gave us hope and a sense of comfort at a time when we felt stressed and really alone. 

"It also helped us build an instant connection with others in a similar situation. 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," she said. 

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L to R: Original Red Bag and teddy and the new Red Bag and teddy. 

Each year, the Country Road staff and volunteers hold a 'bag pack' event where they fill the Red Bags with the included items. This year, 700 of the new bags were packed at Country Road's headquarters in Burnley, Melbourne. 

Country Road MD, Elle Roseby said that Country Road is honoured to be a part of the initiative with Redkite. 

"Our staff are so passionate about the Red Bags, and always look forward to our annual bag packs.

"We all know of someone who has been touched by cancer, and how traumatic the moment of diagnosis can be.

"We’re pleased to be a part of this program, knowing that the items in the Red Bags can make a difference and a lasting impact to families’ cancer journey," she said. 

Redkite CEO Monique Keighery said that the business is proud to work with Country Road to support children and families. 

"We could not be any prouder to work alongside the Country Road team in support of children and families, and we know this new bag will be as treasured and gratefully received as the thousands that have gone before it. 

"The Country Road team designed a unique and durable red tote bag to carry the essentials families needed at the time of diagnosis.

"Families instantly recognise the bag when they see others carrying it as a symbol that they too are going, or have gone through, this same challenging time.

"We continue to ask and respond to families and what they say is needed during the first days and weeks in hospital. 

"We update the contents with Country Road to ensure the Red Bag remains a symbol of care and represents the unwavering support of Redkite, from diagnosis right through treatment and beyond," she said. 

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