Maxol raises €155k to support training of guide dogs in Ireland
Maxol staff will name two puppies, and the Maxol Dooradoyle team in Limerick will name the third for raising the most funds during the PAWsome campaign
Print29 January 2025
Maxol recently announced that it has raised more than €155,000 to support the training and care of three guide dogs through its inaugural nationwide fundraising campaign, PAWsome.
The initiative, which was launched last year, saw scents turning into cents as thousands of puppy-shaped PAWsome car fresheners were sold, with all proceeds going to Irish Guide Dogs for the Blind in the Republic of Ireland, and Guide Dogs Northern Ireland.
Training and care
It costs €53,000 to breed, train and care for each guide or assistance dog during its working lifetime.
With an urgent need to add to the current 360+ working dogs, Ireland’s guide dog charities are continually seeking funding to assist people who are visually impaired.
Irish Guide Dogs for the Blind also supports children with autism to achieve independence, confidence and greater mobility through their Assistance Dog Programme.
Maxol staff will have the privilege of naming two of the puppies, and the third will be named by the Maxol team at Maxol Dooradoyle in Limerick, who raised the highest amount of funds during the PAWsome campaign.
All three puppies will now undergo training at the charities’ training centres, where a team of expert instructors will equip the new owners and their future guide or assistance dog with everyday skills, from crossing roads to using public transport and vet care.
PAWsome campaign
The 2024 PAWsome Fresheners campaign was the first step towards Maxol’s goal of training six guide or assistance dogs over two years.
“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,” said Brian Donaldson, CEO, Maxol.
Donaldson pointed out that guide and assistance dogs not only help to bolster confidence but that the safety and social benefits they bring to their owners are invaluable too.
“I’ve seen firsthand the incredible and vital support these dogs provide and I’m grateful to all our valued customers, colleagues, our retailers and their staff who have supported this brilliant cause. We look forward to the next phase of our fundraising efforts and fulfilling our promise to sponsor three more puppies in 2025,” he said.
Truly transformative
“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,” said Tim O’Mahony, CEO, Irish Guide Dogs for the Blind.
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.
In addition to the PAWsome campaign, a further €25,000 was raised from in-store collection boxes across the country, through the generosity of Maxol customers.
Maxol has committed to funding the training of at least six guide and assistance dogs across the island of Ireland over the next two years and will continue to raise awareness and drive support for Irish Guide Dogs for the Blind in the Republic of Ireland and Guide Dogs NI.
Read more: Maxol announces partnership with Irish Guide Dogs for the Blind
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