Maxol campaign raises €65,000 for mental health charity, Aware
Maxol has donated a much-needed defibrillator to the village of Sandyford in conjunction with its local service station. Maxol Sandyford was one of three Maxol stores to receive a defibrillator for its outstanding contribution to the company’s recent charity campaign for Aware – 12 Days of Kindness.
During the 12 Days of Kindness, which took place in December, Maxol invited customers to buy a surprise cup of ROSA Coffee for a friend or another customer. In less than two weeks, over 1,300 customers paid for two coffees at the till, one for themselves and one for someone else. Customers of Maxol Sandyford responded magnificently to the call to spread some kindness, gifting one of the largest numbers of coffees across the Maxol service station network in Ireland.
“In recognition of their support for this campaign, we have presented Maxol Sandyford with a number of prizes including a life-saving defibrillator. As Maxol Sandyford is very much part of the community, our licensee Tony Harnett and his team have generously donated the defibrillator to the people of Sandyford and it will be located at Sandyford House on Bóthar áth an Ghainimh in the heart of the village” said Brian Donaldson, CEO of The Maxol Group.
12 Days of Kindness was part of Maxol’s annual fundraising campaign for the mental health charity Aware. During November and December, 10c from every cup of ROSA Coffee and hot drink purchased was donated by Maxol to Aware. This year with the help of customers and staff, €65,000 was raised, which will be used by Aware to provide services focused on supporting those affected by depression and bipolar disorder and to deliver information and education programmes to empower people to look after their mental health and work towards preventing mental illness.
Kindness is contagious
In research1 commissioned by Maxol last year, three quarters (75%) of people said that kindness is contagious and that was the essence of Maxol’s campaign, according to Brian Donaldson. “In addition to raising €65,000 for Aware, the generosity shown by our customers throughout the 12 Days of Kindness and enthusiasm by our retailers exceeded our expectations for this inaugural initiative. Our research highlighted 82% of people said that we all need to do more for our communities, and this is a fantastic way for the team at Maxol Sandyford to take a lead in demonstrating support for their local community.”
Since 2016, Maxol has raised over €665,000 for Aware. The charity provides free support, education and information services to people impacted by depression, bipolar disorder, and other mood-related disorders and has reported consistently high levels of demand for its services since the start of the Covid-19 pandemic.
1The Nationwide Study was conducted as part of the iReach Consumer Decisions Omnibus Survey among 1,000 adults from 18 – 21 November 2021.