This festive season, the Geelong and South West communities are being encouraged to ‘Share the Kindness’ through the Meli Giving Tree Appeal – a Christmas tradition that brings hope and dignity to those facing hardship.
The Appeal – which launches today and runs until 9 December – raises vital funds to support local children, families, and individuals during what can be a difficult time of year.
Now in its 25th year, the Giving Tree Appeal has grown from a humble toy drive to a powerful community movement that provides dignity, choice, and hope to thousands of people each year.
Presented by Meli, in partnership with The Sexual Assault & Family Violence Centre (The SAFV Centre), the fundraiser offers a meaningful way for locals to make a difference.
Instead of physical gifts, donations are distributed as gift cards, giving recipients the freedom to buy what they need most – whether it’s presents under the tree, food on the table, or fuel to visit loved ones.
Last year, the campaign raised $110,000 and supported more than 2,300 families and individuals across the region.
Anyone – whether a workplace, community group, or individual – can support the campaign by fundraising or making a one-off donation.
For local mother Emma*, the Giving Tree Appeal helped her family feel seen and supported during a difficult time.
“Receiving this support meant my four children could still wake up on Christmas morning and see gifts under the tree. I’m forever grateful,” she said.
“The flexibility of the cards, which could be used across multiple stores, made a real difference and helped ease some of the stress I was carrying.”
Meli CEO Robyn Hayles said the Appeal was a powerful way for the community to come together and support locals facing challenges this festive season.
“Christmas should be a time of connection and celebration, but for many it’s a time of real financial and emotional strain,” she said.
“With the cost-of-living crisis continuing to impact households, even a small donation can make a big difference to a local family in need.”
Kerriann Campbell-Jones, CEO of The SAFV Centre, said the fundraiser is a vital way to bring hope and comfort to families experiencing hardship.
“Christmas has always been a time for sharing and connection, and we are incredibly grateful for the community’s continued generosity and support of the Giving Tree Appeal,” she said.
“Your donations help spread kindness and joy to those who need it most.”
Meli is delighted to welcome long-time supporter, Kim Cooper, as official ambassador of this year’s Appeal.
Kim started singing professionally at 17, and was a finalist of Australian Idol in 2009, placing seventh. She now runs the Kim Cooper Studio of Voice on the Bellarine.
“The work Meli does is so important, and I am so glad I can use my voice to support this incredible Appeal,” she said.
“Everyone deserves to experience a little magic during the festive season, so please consider donating if you can.”
The Meli Giving Tree Appeal is generously supported by the Anthony Costa Foundation, APCO Foundation, West Carr & Harvey, GMHBA, The Paddock Bakery, Pixeld, Times News Group, and Bay 93.9.
Your act of kindness can make a difference this Christmas. Donate today at meligivingtree.org.au
*Name changed for privacy.
Photo: The SAFV Centre CEO Kerriann Campbell-Jones, ambassador Kim Cooper and Meli CEO Robyn Hayles celebrate the launch of this year’s Meli Giving Tree Appeal.
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