Daisy the puppy leads the way as Maxol launches PAWsome fundraising campaign for Guide Dogs NI

A playful six-month-old puppy named Daisy is at the heart of a new charity campaign launched by Maxol to support Guide Dogs Northern Ireland (Guide Dogs NI).

Since the end of July, customers visiting participating Maxol service stations can purchase limited-edition PAWsome puppy-shaped car air fresheners for just £3, with all proceeds going directly to Guide Dogs NI.

The funds will contribute to the cost of training three new guide and assistance dogs across the island of Ireland.

Daisy, who is currently in training to become a life-changing guide dog, is already making significant progress. According to Brian Donaldson, CEO of Maxol Group:

“Daisy is a guide dog puppy in training thanks to the enormous generosity of our retailers, staff and customers, who last year raised the £50,000 needed to train and support Daisy on her journey to becoming a guide dog.”

Mr Donaldson shared Daisy’s progress so far:

“She’s visited the local shopping centre to experience the sights and sounds of a shopping environment and, along with her puppy raiser, Elaine, recently took her first bus journey—preparing Daisy to travel on public transport when she is eventually matched with a vision impaired service user.”

The initiative builds on the success of Maxol’s previous fundraising efforts, which have already financed the training of three guide dogs. The new PAWsome campaign aims to raise enough to train at least three more.

A lifeline for people with sight loss

Guide Dogs NI offers a vital lifeline to individuals living with vision impairment, providing more than just guide dogs. The charity also delivers buddy dogs for children, Vision Rehabilitation Services, and Sighted Guiding Training—empowering people with sight loss to lead independent lives.

Kyla McVicar, Business Development Manager for Guide Dogs NI, said:

“We’re delighted Daisy, the first guide dog named and funded with the support of Maxol’s retailers and customers, can lead the launch of Maxol’s fundraising campaign.

“Every penny raised from the sale of PAWsome fresheners will help Guide Dogs NI provide our services and ensure that anyone with sight loss in Northern Ireland can live a full, active, and independent life.”

The campaign also has the backing of campaign ambassador Paulo Ross, who added:

“I’m proud to lend my support to this life-changing campaign. Maxol has already raised funds to train three guide dogs across the island of Ireland but want go further and fundraise for at least three more.

“So, the next time you’re popping into your local Maxol we’d love customers to pick up a limited-edition PAWsome car air freshener, or both, knowing that all proceeds go directly to Guide Dogs NI.”

With over £50,000 needed to train just one guide dog, Maxol is calling on communities across Northern Ireland to get involved by purchasing the unique PAWsome air fresheners—supporting a cause that delivers safety, mobility, and independence to those living with sight loss.

How to support the PAWsome Campaign

• What: Limited-edition PAWsome puppy car air fresheners

• Where: Participating Maxol stations across Northern Ireland including Townparks Service Station, Maxol Service Station Braid River and Maxol A26 Tannaghmore Services.

• Price: £3 each

• Why: 100% of proceeds go to Guide Dogs NI to train new guide and assistance dogs