Maxol’s nationwide charity campaign, PAWsome, has raised over €155,000 to support the training and care of three guide dogs for people in need across Ireland. The funds were raised through the sale of puppy-shaped PAWsome car air fresheners, with all proceeds going to Irish Guide Dogs for the Blind in the Republic of Ireland and Guide Dogs NI in Northern Ireland.
Raising and training a guide or assistance dog isn’t cheap - it takes €53,000 to cover their care over their working lifetime. Thanks to the funds raised, three new dogs will be trained to help people who are visually impaired or children with autism. These dogs make an enormous difference, giving their owners greater independence, confidence and the freedom to move around more easily.
Furthermore, thanks to the generosity of customers across the country, Maxol’s in-store collection boxes brought in another €25,000 in addition to the PAWsome campaign.
Maxol’s CEO, Brian Donaldson, expressed pride in the campaign’s success and the life-changing impact it will have. “We’re incredibly proud to support these amazing charities that do such wonderful work at both a national and community level. Supporting this special journey from puppy to guide or assistance dog is a wonderful initiative to be part of and raising €155,000 with the support of our customers and retailers has exceeded our expectations.”
Tim O’Mahony, CEO of Irish Guide Dogs for the Blind, spoke about the transformative nature of the campaign: “The fundraising from the PAWsome Fresheners campaign is truly transformative. It helps us to offer greater independence to our clients, and their families, and creates more supportive and inclusive communities. Many visually impaired individuals face isolation and challenges in everyday activities, such as shopping, working, and socialising and guide dogs provide a vital lifeline.”
“Similarly, for children with autism, assistance dogs serve as a calming presence, aiding in behaviour regulation and enhancing social skills and confidence.”
Maxol staff will name two of the puppies, while the team at Maxol Dooradoyle in Limerick - the location that raised the most money during the campaign - will have the honour of naming the third puppy. All three dogs will begin training at the charities’ specialist centres, where expert instructors will train the dogs and their future owners vital skills for everyday life, from navigating roads and public transport to ensuring safety and care.
The 2024 PAWsome Fresheners campaign was just the beginning of Maxol’s pledge to raise awareness and drive support for Irish Guide Dogs for the Blind and Guide Dogs NI. As the initiative continues, Maxol has committed to funding training at least six guide and assistance dogs across the island of Ireland over the next two years.