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Forty bags filled with everyday essentials, handwritten messages of encouragement and a whole lot of kindness are on their way to women and girls doing it tough this Christmas, thanks to a group of Adelaide women determined to make a difference.
Local marketing agency Cheeks and Co. Media has brought together its clients, media partners and team to support Share the Dignity’s annual It’s in the Bag Christmas appeal, turning one woman’s personal commitment into a collective effort to help those experiencing homelessness, domestic violence and financial hardship.
The initiative began with agency founder Chelsea Teelow, who donated a bag to the appeal last Christmas and decided she wanted to do something bigger in 2026.
Rather than simply increasing her own contribution, Chelsea invited the women in her professional network to get involved, promising to match every bag donated by a client.
The response was heartwarming.
Together with team members Jacqui and Breigh, Chelsea packed 40 bags filled with essential items, with each one including a handwritten ‘Dear Her’ note offering a little extra encouragement to the woman who receives it.
For the team, some of the most emotional moments came while packing the Mum & Bub bags, designed specifically for mothers caring for young babies.
As mums themselves, Chelsea and her colleagues found themselves reflecting on just how difficult those early months of motherhood can be, even with a safe home and a strong support network.
Filling bags with newborn nappies, breast pads, dummies and baby products brought home the reality faced by women who may be navigating those same challenges without either.
“Being a new mum is hard enough under the best circumstances. To think about a woman having to leave her home, potentially fleeing a domestic violence situation, and navigate motherhood with little or nothing is heartbreaking,” Chelsea said.
“It’s not just about what’s inside the bag. It’s about reminding another woman that someone is thinking of her, that she matters and that she isn’t alone.”
The initiative also reflects something Chelsea has worked to build into the culture of Cheeks and Co. Media since launching the Adelaide-based business.
“I wanted to create a business where women support, encourage and lift each other up. This initiative was a beautiful reminder that we can take those same values beyond our workplace and make a difference in the wider community.”
And while 40 bags might seem like a small contribution against the scale of need across Australia, the team hopes their efforts will inspire other Adelaide workplaces, friendship groups and businesses to organise their own collections.
Share the Dignity’s annual It’s in the Bag appeal invites Australians to fill a handbag or suitable bag with essential toiletries, personal care products and other necessities for women and girls experiencing hardship.
There are three types of bags to donate: Adult, Teen and Mum & Bub, with each designed to meet different needs.
This year’s national goal is 150,000 bags, with donations being collected at participating Bunnings stores across Australia from 6 to 22 November 2026.
“We are incredibly grateful to every client and media partner who got behind this. If this initiative encourages even one other business to get involved, start a collection or simply donate a bag, then we’ve achieved something special.”
With the Christmas collection now underway, there’s still time for South Australians to get involved.
Whether it’s one bag packed at home, a collection organised among colleagues or a few friends pooling their resources, every contribution offers someone facing difficult circumstances a little practical support and a reminder that they’re not forgotten.
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