Supporting those who serve

We are excited to be partnering with Coles stores around the country to raise money for our service men and women in the lead up to Anzac Day.  

From Wednesday 21 April until Sunday 25 April, Coles will donate 50 cents from every pack of Coles Bakery Cookies and Biscuits sold to Bravery Trust. 

Donations will help us provide urgently needed financial support to serving members, veterans and their families in hardship. 

Lieutenant Colonel Garth Callender, Chairman of Bravery Trust with Coles Anzac biscuits at Coles Pacific Fair, Tuesday, April 20, 2021 – Picture: Richard Walker/RDW Photography

COVID-19 has created significant challenges for veterans and their families. In the last year alone we have received over 10,000 calls for assistance and a new 20% surge in requests for assistance since pandemic financial support ended last month.

Coles Group CEO Steven Cain said Coles was delighted to again partner with Bravery Trust to support current and former members of the Australian Defence Force facing hardship.

“As a long-standing Australian business, we sincerely appreciate the service of current and former members of the Australian Defence Force and together with our customers, we want to remember and support service men and women who are facing hardship as a result of injuries or illness from their service,” he said.

Coles staff – NSW

Bravery Trust CEO Belinda Wilson welcomed the support from Coles and its customers in the lead up to Anzac Day.  

“It has also been a very challenging 12 months for many of our veterans who have been impacted by the pandemic, bushfires and recent floods,” Ms Wilson said.

“Bravery Trust has seen an increase in demand for services to provide financial welfare and financial counselling for Australian Defence Force veterans and their families. By providing financial support, it means that the veteran can focus on their wellness journey, employment and their family, without financial pressures. 

“We work with the entire family to ensure that they are receiving appropriate and targeted support from all sources, including government assistance. Through personalised financial counselling we can work with families to help them with their long-term budgeting and financial security.’’

Bravery Trust’s ambassador Kevin Sheedy is getting behind the campaign.

“The pandemic has caused significant mental and financial stress on some of our returned veterans, and we’ve seen this reflected in the number of requests for support,” he said.

“Having the extra mental and financial support is often critical to ensure a successful transition back into civilian life.”

Bravery Trust Ambassador Kevin Sheedy with Coles Anzac biscuits.- Picture: Renae Droop/RDW Photography

Since 2014, Coles and their customers have raised more than $5.2 million to support Australian veterans. Bravery Trust would like to thank Coles and their customers for their generosity.

For more information or to make an online donation – click here

For media enquiries: Gwen O’Hanlon on 0400 389 718 or gwenohanlon@braverytrust.org.au

Bravery Trust is a registered business name of the Australian Defence Force Assistance Trust, a nationally registered charity.