Long time, no baa, friend. It’s me, Charlie the Goat.
A few years ago, I retired. After 16 years of changing lives, it was time to hang up my horns.
But then I got the call. “Charlie”, they desperately whispered. “Oxfam Unwrapped is turning 20 and we need you more than ever.”
It was a no-brainer. I rammed out of retirement and hit the desk. My hooves? Heavy with responsibility. My keyboard? Smashed to smithereens.
But it matters not. Thanks to people like you, Oxfam Unwrapped has raised $58 million for people living in poverty over the last 20 years. And that’s worth celebrating.
Let’s peek at some of my favourite memories over the years.
2005: Oxfam Unwrapped launches in Australia
Back then, I was a young goat, rectangular-eyed and full of ambition. Our budget wasn’t big, but we had a dream that we could change the world.
Oxfam Unwrapped was new, different and just a little bit weird. And quite frankly, you loved it.
Caption: Me on my first photo shoot.
Sidenote, the chicken was also there — with what some would say was an unfair marketing advantage.
Caption: Not all heroes wear capes, apparently.
2006: The Christmas catalogue tries to be funny (and not for the last time).
A year later, our order catalogue (remember those?) was bigger and better than ever. We tried our hoof at puns, and since then, it’s become a problem. 
Caption: Proof of the first pun. What a time to be alive.
2007: A jingle against jocks
Personally I love jocks and socks. They’re delicious! But not everyone shares the same sentiment. So instead, we sang ‘Don’t buy crap this Christmas’ to inspire better, more thoughtful gift giving.
2008: Super goat = super impact
After years of complaining to the marketing team, I too, got the ‘super’ treatment. Behold my glory:
Did the chicken still sell more cards than me? Who knows. Keeping score is for losers and chickens. All I remember is that together, we raised a whopping $6M to help families build secure livelihoods through farming and training. And that’s all that matters.
2010: Flowers became so 2009.
Like skinny jeans, irony was big in the 2010’s. So it made sense to launch a cheeky, practical, yet deeply romantic, Oxfam Unwrapped Valentine’s Day gift.
I was in Aruba, so it had to be this pig.
Caption: Still holds true today.
2011: I went from model goat to goat model
After a massive five years, it was time to shake things up. I got a new look AND a new friend. It was a transparent attempt to make you and your lucky gift-getters say ‘nawwwww’. I think we can agree — mission accomplished.
Caption: Be still my bleating heart.
2012: That ‘wanted’ poster
We all know whose idea this was. Would you believe the chicken was the top-seller again, despite this haircut?
Caption: Absolutely ridiculous
2013: You gave geniusly
Fun fact: Australians get hundreds of millions of unwanted gifts during Christmas. To counter this epidemic of disappointment, we encouraged you to give ‘geniusly’.
It wasn’t a real word, but it had real impact on communities around the world.
2015: Look ma, I’m on the tele!
I made a very special appearance on morning talk show, Studio 10. Denise Drysale now makes me nervous.
2016: Sammy J & Randy become my close, personal friends (and I’m on the tele again!)
Oxfam Ambassadors, beloved comedians, and my besties, Sammy J & Randy, went on The Project to sing my praises. As always, they did a bang-up job.
We also expanded the range with these Artist Series cards. The touch of goat really adds a certain je na sais quoi.
2017: I make way for superior talent (no, really)
You loved the options, and who am I to say no? So in 2017, we introduced the real heroes of Oxfam Unwrapped — people who have improved their own lives with a little help from you and me.
2021: I officially retire
After a solid inning, it was time to take myself out to pasture. Quite literally! But I clearly find it hard to let go. I watched Oxfam Unwrapped from afar.
This cartoon version of Sammy J & Randy is a fun little ditty:
2024: Sammy J and Randy are still obsessed with me
The feeling is mutual, but I couldn’t help but notice a familiar face. Was it a sign from the universe? Maybe.
2025: I’m baaaaaack, baby
At least, for now. Because at 20 years old, I’m defying the odds. The oldest living goat lived to 22, and I intend to spend my last years mowing lawns, chewing tins and headbutting poverty into a fine paste. Starting with this card. 
As you may know, the chicken was inexplicably the best seller every year. And if you can’t beat em’, join em’. It’s a one-off collab and it won’t last long!
But if you reeeeally want to treat someone, you know what to do. Give the goat a little vote.
Do Good this Christmas.
Christmas is a time for generosity and giving back. And wouldn’t you know it, Oxfam Unwrapped has a dazzling array of festive gift cards that make easy (yet thoughtful) Christmas gifts for family, friends and colleagues.
My tip? Cover your bases with the Christmas Animal Bundle. Or be especially generous with the Christmas Collection Bundle.
That’s quite enough from me. Before I sign off, one final note.
Thanks to excellent gift-givers like you, Oxfam Unwrapped has sold a whopping 500,000 cards over the last 20 years. Thank you for your unbleatable support!
