Maxol Ireland has announced a new fundraising initiative to support the Irish Guide Dogs for the Blind. The campaign, titled "PAWsome Fresheners," aims to raise funds through the sale of dog-shaped car air fresheners, with all proceeds going to the charity.
Each guide and assistance dog costs €53,000 over its training and working lifetime. The PAWsome Fresheners, priced at €3 each, are designed in the shape of golden and black Labradors. Maxol Group CEO, Brian Donaldson, emphasised the importance of the initiative, highlighting the life-changing impact of guide dogs for visually impaired individuals and families of children with autism.
Donaldson stated: “We wanted to create something unique to catch our customers’ attention and also educate them on the journey a puppy takes to become a guide dog. With this new initiative, we’re encouraging customers to purchase either a golden or a black Labrador car air freshener, or both, with all proceeds going directly to Irish Guide Dogs for the Blind.”
Built-in QR code
The limited-edition air fresheners not only keep vehicles smelling fresh but also aim to raise awareness about the training process of guide dogs. Each freshener includes a QR code that links to a page providing more information about the phases of a puppy’s training journey.
Maxol has committed to funding the training of at least six guide and assistance dogs over the next two years. Donaldson highlighted the crucial role these dogs play in providing confidence, safety and social benefits to their users. “These highly trained and intuitive dogs provide not only confidence but also safety and social benefits to individuals. I’ve seen firsthand the incredible support they offer,” said Brian Donaldson.” He also noted that while there are more than 360 guide and assistance dogs in Ireland, the demand for these services is continuous.
Not just for those with impaired vision
Irish Guide Dogs for the Blind also supports families of children with autism, providing assistance dogs that help with behaviour regulation and enhancing social skills and confidence. Tim O’Mahony, CEO of Irish Guide Dogs for the Blind, expressed his gratitude for the initiative, saying, “Proceeds from sales of PAWsome Fresheners will significantly enhance our ability to provide more guide and assistance dogs. This initiative not only helps us to offer greater independence and mobility for our clients and their families but also creates more supportive and inclusive communities.”
Maxol plans to use its network of 244 service stations across Ireland to rally community support and raise funds. The PAWsome Fresheners are available in local Maxol stores from the beginning of July, and all proceeds from the PAWsome Fresheners will go to the Irish Guide Dogs for the Blind; in Northern Ireland the funding goes to Guide Dogs Northern Ireland.