Maxol launch Annual Christmas Coffee Cup Campaign - Cup of Kindness in support of AWARE - NI on world kindness day.,Maxol launch Annual Christmas Coffee Cup Campaign - Cup of Kindness in support of AWARE - NI on world kindness day.

29 Nov 2022

Social media poll reveals seeing kindness makes us act more kindly

Campaign will see random acts of kindness in-store this festive season

A recent social media poll conducted by Maxol, Northern Ireland’s leading family-owned forecourt and convenience retailer has revealed being kind makes us feel better while seeing kindness makes us act more kindly. The poll was carried out to launch Maxol’s annual Christmas Coffee Cup campaign in support of AWARE NI. For every cup of Barista Bar hot beverage sold in participating Maxol service stations until the 31st of December, Maxol will be donate 10p to AWARE NI.

Over the past six years Maxol has raised over £550,000 for AWARE across the island of Ireland through their annual coffee cup campaign. This year’s Cup of Kindness campaign is being launched to coincide with World Kindness Day on Sunday 13 November.

Insights from the social media poll conducted last week revealed people really are kind, with more than three-quarters (76%) of respondents saying friends and family displayed acts of kindness to them quite often or all the time while 65% had been the recipient of kindness in only the last day. When it comes to family, friends and partners, kindness matters deeply with nearly 100% of people agreeing it was a very important attribute.  

Maxol will be sharing kindness around communities in the coming weeks with spot prizes of Maxol fuel vouchers being hidden in participating stores for customers to find. Further details will be shared on Maxol social channels in the coming days.

Brian Donaldson, Chief Executive Officer, The Maxol Group said: “Being kind to others is so important, especially as we approach the festive season. I am delighted to once again see our annual fundraising campaign for AWARE NI underway. We are aiming to raise vital funds for AWARE NI who work tirelessly for people across Northern Ireland living with depression, anxiety and bipolar disorder.

“We have been at the heart of communities for over 100 years and our campaign is focused on sharing kindness amongst each other at a time that a lot of people find very difficult. We hope the funds raised and acts of kindness shown over the next few weeks will have a positive impact on the communities we operate in.”

Clare Galbraith, Head of Fundraising at AWARE, said:

"We are delighted to be a part of this fantastic campaign once again! With a recent study showing 70% of adults in Northern Ireland have experienced at least one mental health problem within the past twelve months*, it is clear that increased awareness and funds are needed for local mental health services to provide support. At AWARE NI, we work tirelessly to ensure we can improve the lives of those living with depression, anxiety and bipolar disorder. Therefore, our services will benefit hugely from the funds raised." *Mental Health Foundation (March 2022)  

Melissa Riddell, Cool FM presenter and Campaign Ambassador said: "I am delighted to be part of Maxol’s Christmas coffee cup campaign in support of AWARE NI. Kindness is so important, especially as we head into the festive season. It doesn’t have to be about grand gestures and big spends – it’s in the little things we do day and daily to make a positive difference to our family, our friends, our colleagues and our communities. So, if you’re out and about and buy a coffee in participating Maxol service stations this November and December, remember you’ll be helping to raise funds for AWARE NI and ensuring their great work can continue in the coming year – thankyou!"

The money raised by the campaign will go towards AWARE NI providing support, education, and information for people impacted by depression, bipolar disorder and mood related conditions which have been severely impacted by Covid-19 in Northern Ireland.

AWARE NI has been operating for more than 25 years and has a network of 24 support groups across the country, as well as delivering mental health and wellbeing programmes into communities, schools, colleges, universities and workplaces.

To find out more about Maxol and their partnership with AWARE NI, visit

Press Release