A holiday tradition of kindness: Gift bags bring joy to local seniors

Volunteers of all ages gather around hundreds of festive gift bags during a previous delivery day for Gwen’s Holiday Magic for Seniors, a community campaign that prepares and delivers Christmas surprise bags to every long-term care resident at St. Joseph’s Lifecare in Brantford. The annual tradition continues in memory of Gwen Ludwig, whose spirit of giving inspires the project each year.

Casandra Turnbull

Managing Editor

As the holiday season draws near, one Paris woman is once again working tirelessly to ensure seniors at St. Joseph’s Lifecare in Brantford feel remembered, cherished, and surrounded by kindness at Christmastime.

For the past several years, Dawn Sangster has led Gwen’s Holiday Magic for Seniors, a heartfelt campaign created in memory of her mother, Gwen Ludwig, whose generosity and devotion to giving shaped their family’s traditions. Each December, the campaign raises funds to deliver a Christmas gift bag to every long-term care resident at St. Joseph’s - 205 in total when the home is at full capacity.

This year’s fundraising goal is $5,125, the equivalent of 205 gift bags at $25 each. Sangster says the campaign is currently (as of press deadline) 30 per cent of the way there and hopes to see donations grow in the coming weeks so all bags can be delivered the week before Christmas.

“We are so grateful for the support of these wonderful local businesses,” she said, noting financial and in-kind contributions from Lip Service Beauty, Smile City Paris, Hunter Amenities, and Cancord Ropes Inc. “Their generosity is truly appreciated.”

The community support doesn’t end there. Sangster said she continues to be moved by the loyal group of friends and family who return each year to honour her mom’s memory.

A special place in her heart is reserved for Gwen’s lifelong friends, Wendy and Dave Norman, Fi and Dan Plastina, and Maryanne Louch, who have supported the campaign since its earliest days.

“It means so much to me, and makes me feel closer to Mom, knowing that the people who were such an important part of her life continue to support this effort each year,” said Sangster. “Their kindness and commitment mean more than words can express.”

The contents of the gift bags remain carefully curated, all items chosen with care and tested year after year for their practicality and comfort. Each bag includes:

a toothbrush and toothpaste

body wash

a 100 per cent natural lip balm

warm, non-slip socks

a cozy throw blanket

a Norman Rockwell calendar

a small stuffed animal for residents to cuddle

a handmade ornament

a hand-decorated gift bag and heartfelt card created by local students

“The residents absolutely love the little stuffed animals,” Sangster said. “Many keep them close or tucked on their laps. Those small comforts mean a lot.”

Organizing, assembling, and delivering more than 200 gift bags takes a dedicated volunteer crew. Each year, roughly 20 adults and children gather to pack the bags, with another 12 to 15 volunteers joining the delivery team.

Sangster’s sisters, Wendy and Erin, and their families are at the centre of the effort, along with close friends including Sara Morrison, Kim Newell, and Caitlin Mayberry and their families.

“Their dedication and excitement make this tradition even more special,” she said. “It fills our hearts as much as it fills the bags.”

Delivery day, typically just before Christmas, is the most emotional part of the effort. Sangster said the reaction from residents never fails to remind her why this project matters.

“The smiles, the conversations, the moments of connection, they stay with us long after the holidays,” she said. One year, the group was joined by a guitarist who played Christmas carols as they walked through the halls. “It added a little extra magic that we still talk about.”

For those who never met her mom, Sangster describes Gwen as a kind, loving, and selfless woman who believed deeply in giving back. She volunteered widely at the Brantford Red Sox, in local baseball programs, through food bank donations, and at countless community events.

“She made everyone feel like family,” said Sangster. “Her smile and laugh could put anyone at ease.”

Sangster believes her mom would be honoured to see the project grow and to know that seniors continue to feel valued through this gesture.

“It can be so lonely for some of these residents,” she said. “No one should be left out.”

The biggest challenge each year is keeping the cost of filling 205 bags manageable while still meeting the fundraising target. Rising costs have made that task even harder.

“We always look for discounts, donations, and the most cost-effective ways to manage the project,” said Sangster. “The community’s support is essential.”

Those wishing to contribute can join the Facebook group “Christmas Magic For Seniors In Memory of Gwen Ludwig” or reach out to Sangster directly.

Donations can be made by e-transfer to: gwensxmasmagic@gmail.com.

Gift bag delivery is planned for the week before Christmas, and there is still time to help make this year’s campaign a success.

“It’s a gift for us to be able to share these moments,” said Sangster. “And we’re honoured to do it every year.”