How Brighterway brought joy to NHS patients and staff for Christmas 2024
For Christmas 2024, patients under the care of the Hampshire and Isle of Wight Healthcare NHS Foundation Trust experienced joy and and some true Christmas spirit through thoughtfully created gift bags supported by Brighterway, the Trust’s dedicated charity. In total, Brighterway provided Christmas Gift Bags to 780 Inpatients across 65 hospital wards and units.
These gifts were created and distributed in partnership with Colleaguebox, who began life primarily servicing the Corporate Sector before diversifying into healthcare and a number of NHS Charities.
This heartwarming initiative was a resounding success, receiving an enthusiastic response from patients, their families, and hospital staff alike. Brighterway also provided festive treats and decorations to the wards, ensuring a truly merry Christmas for hospital inpatients and staff.
Behind Brighterway’s Christmas 2024 patient gift initiative
Brighterway’s chief mission is to enhance the lives of those in need by providing essential resources or adding a personal touch during special occasions. Since hospital stays are rarely by choice, Christmas and other holidays can be particularly difficult and lonely for patients confined to hospital wards.
While Brighterway’s Christmas gifts are a long-standing tradition, many noted that the 2024 patient gift bags were especially well-planned, delivered, and received. Brighterway aimed to build on previous efforts, ensuring the initiative brought even greater cheer to those spending Christmas in hospital.
“We wanted to make sure our patients remained at the heart of our Christmas celebrations,” said Phil Pride, Brighterway Charity Manager. “These gifts are a small way to recognise how difficult and emotional it can be to be away from family and friends during the festive season.”
Carly Godwin, Ward Manager on Collingwood Ward at Gosport War Memorial Hospital, reinforced this sentiment:
“If we need charitable funds that go beyond our standard budget, we reach out to Brighterway for support. We don’t expect everything to be approved, as the Trust is large and funds have to be distributed fairly. But when funding does come through, it really enhances what we can offer to our patients.”
Brighterway’s goals
Brighterway set out to:
- Improve patient wellbeing and boost staff welfare.
- Ensure the content and quality of each gift bag was consistent, appropriate, and enjoyable.
- Delight and surprise patients while showing appreciation for the tireless efforts of NHS staff.
- Foster a sense of community and connection during the festive period.
Brighterway also sought to build on previous years, ensuring that Christmas gifts truly met expectations. While everyone involved has always done their best in what is a significant logistical operation, there was a focus this year on making the experience even more special for patients.
“I’ve been with the Trust for four Christmases now, and in my first three years, Brighterway would send us a wish list,” Carly explained. “While we always appreciated the effort, there were times when the gifts didn’t fully align with our requests. This year, the process has been even more thoughtful to ensure the gifts are as meaningful and suitable as possible.”
Improving gift quality and distribution
To enhance both the quality and delivery of the gift bags, Brighterway partnered with specialist gift supplier Colleaguebox to create a selection designed to uplift spirits and bring joy.
Each bag contained:
- A personalised Christmas card
- Delicious chocolates
- A wash bag filled with handmade soaps and lip balm
- Comfy socks
- Word searches, puzzles, and colouring books for entertainment and relaxation
Sustainability was a key focus, alongside the goal of providing patients with gifts they could enjoy not just at Christmas, but well into the New Year.
Brighterway, in partnership with Colleague Box, also streamlined the production and delivery process. This efficiency allowed ward staff to plan more effectively while freeing up funds to enhance festive celebrations across the wards.
Deliveries began early on December 5th, wrapped and ready for distribution, making it simple for staff to spread holiday cheer.
“Our patient bed spaces are quite small compared to being at home, so having something ready-packed, well-contained, and not overwhelming was great,” Carly noted.
On Christmas Day, ward staff embraced the festive spirit by dressing up in themed tunics, headbands, and sparkly accessories to distribute the gifts.
“We had exactly 20 gift bags for our 20-bed ward, which was perfect,” Carly explained. “What really stood out was that there was something for everyone. The level of thought that went into it was really noticeable.”
How the new gift bags were received
The new gift bags and additional festive touches on the wards were met with overwhelmingly positive feedback from patients, relatives, and staff.
Ward staff turned the distribution into a celebration, forming a lively procession to hand out the gifts, with everyone in high spirits.
Not only did the gifts arrive on time, but the thoughtfully created contents brightened everyone’s day
A particularly touching moment came when a patient, who had lived alone for years, revealed that this was the first real Christmas present they had received in at least five or six years—an experience that deeply moved both staff and fellow patients.
“The bags arrived in good time, so we could plan better and use other funds to add festive touches like tablecloths, runners, and crackers, which helped create a warmer atmosphere,” Carly explained. “We even got Uno sets so relatives could play games with their loved ones, making visits more engaging.”
Some relatives were astonished by the level of thought put into the gifts. Expecting something small, like a net of chocolate coins, they were pleasantly surprised to find well-chosen, useful and enjoyable items.
“There’s a bit of a child in all of us, and everyone likes receiving a gift,” Carly reflected. “The fact that all 20 of our patients got something thoughtful made it a pleasure to give them out this year.”
Staff also appreciated the initiative, as pre-packed gifts significantly reduced their workload. The reusable Hessian bags further supported Brighterway’s sustainability goals, allowing patients to take them home after discharge.
Reflecting on the initiative’s success, Phil Pride shared, “By significantly enhancing the way we sourced and distributed gifts, we were able to improve their quality—ensuring they looked festive and could be enjoyed throughout Christmas. A huge thank you to everyone who helped make this possible.”
Lessons learned, improvements made
Previously, staff had to select items from a wish list, with inconsistent results. Requested items sometimes didn’t arrive, leading to last-minute scrambles for replacements.
Brighterway rectified this issue in 2024 by ensuring all gifts arrived as planned, significantly improving both patient and staff experiences.
“It was something we were proud to give. The gifts looked great, felt meaningful, and were part of a well-organised initiative,” one staff member remarked. “Knowing that the money was raised charitably within the Trust made it even more special.”
Brighterway also demonstrated strategic planning by ensuring a balance of male, female, and unisex toiletries, preventing shortages or mismatches.
Colleaguebox proved to be an excellent supplier, providing a successful model for future initiatives.
Future Plans
The overwhelmingly positive impact of the improved gift bags and streamlined delivery process on both patient wellbeing and staff morale has led Brighterway to continue its partnership with Colleague Box for Christmas 2025.
By refining their approach, Brighterway ensured donations were used more effectively, delivering a more meaningful experience for the people they serve. Their commitment to enhancing gift quality and improving patient experiences remains a top priority.
This fresh approach, combined with the Christmas Markets Brighterway hosted across the Trust in December 2024, has made the festive season more uplifting and celebratory—bringing joy to patients and staff alike, even in challenging circumstances.
In closing, Carly and her team expressed their heartfelt appreciation:
“A massive thank you to everyone who organised it this year. It took so much pressure off us, and it was a pleasure to hand the gifts out.”
For further information or to support Brighterway’s initiatives, please visit the website or contact:
Phil Pride, Charity Manager, Brighterway
✉️ phil.pride@southernhealth.nhs.uk