Maxol Ireland Launches Charity Initiative For Irish Guide Dogs

By Sarah O'Sullivan
Maxol Ireland Launches Charity Initiative For Irish Guide Dogs

Maxol Ireland has launched a new fundraising campaign to raise money for Irish Guide Dogs for the Blind, through the sale of puppy-shaped air-fresheners.

As each guide and assistance dog costs €53,000 during its training and working lifetime, Maxol aims to alleviate the cost through the sale of PAWsome Fresheners, available for €3 each.

It takes two years to train a guide or assistance dog, and people can learn more about a puppy’s training by scanning the QR code on the products.

The air-fresheners are available in local Maxol stores, and all proceeds from their sale will go to the Irish Guide Dogs for the Blind and Guide Dogs Northern Ireland.

Many visually impaired individuals face isolation and challenges in everyday activities, such as walking, shopping or socialising.


Guide and assistance dogs provide a vital lifeline, offering safety, mobility and independence to those who need them.

‘Supportive And Inclusive’

The chief executive of Maxol, Brian Donaldson, said that his appreciation for the life-changing impact of guide dogs deepened after meeting a guide dog user.

Donaldson said that he saw first-hand how these highly trained and intuitive dogs provide not only confidence, but also independence to individuals.

He said, “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.”


Tim O’Mahony, the chief executive of Irish Guide Dogs for the Blind, said, “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.”

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