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05 Nov 2020

Maxol launches €70,000 Christmas fundraiser for mental health charity Aware, which sees 60% increase in Support Line calls during pandemic

Maxol recently launched its annual charity Christmas fundraiser for Aware. Ireland’s leading family-owned forecourt and convenience retailer is planning to raise more than €70,000 for the mental health charity over the next eight weeks. Maxol today launched its annual charity Christmas fundraiser for Aware. 

Ireland’s leading family-owned forecourt and convenience retailer is planning to raise more than €70,000 for the mental health charity over the next eight weeks. 10c from every cup of ROSA coffee (10p from every hot drink sold in Maxol Northern Ireland)  and all hot drinks bought during November and December will be donated by Maxol to the charity, which is facing serious funding challenges at a time when demand on its services has increased significantly, as a direct result of the pandemic. Over the past eight months, Aware has seen a 60% increase in calls to its Support Line, highlighting the impact of the pandemic and related socioeconomic factors on public wellbeing. Its Support Mail service has also reported an increase of 30% with a peak of 100% in May. Many are also looking to proactively protect their mental health and, to date, almost 4,000 people have availed of Aware’s online positive mental health programme.

The 2020 Christmas campaign is being supported by professional rugby player and Maxol brand ambassador, Jacob Stockdale, who said: “This year has been a particularly tough time for a lot of people, many of whom are finding it difficult to cope right now. We cannot underestimate the importance of the work that Aware does, not just over the past eight months, but every day for the past 35 years. I would ask everyone who can, to get behind Aware and get out and support this campaign and let your cup of coffee make a difference.”Speaking about the Christmas fundraising campaign, Brian Donaldson, CEO of The Maxol Group, said: “We have always known just how vital a service Aware has provided to the people and communities it supports right across Ireland.  But nothing could have prepared the charity for the surge in demand for its services and the corresponding fall in its funding thrown up by the pandemic. 

“That is why we have set an ambitious fundraising target for 2020; arguably the most important and critical in this campaign’s four-year history. I would like to thank our customers who have backed this campaign in the past and who I know will once again support our efforts this year.   All we ask is that if you are out and about in the coming weeks and you’re in need of a cup of coffee, pop into a participating Maxol service station and buy a hot drink and you’ll be helping to make a positive difference to many people’s lives."

AWARE has been operating in Ireland since 1985 Ireland and has a network of online and face-to-face1 support groups across the country, as well as delivering mental health and wellbeing programmes into communities, schools, colleges, universities and workplaces. 

Drew Flood of Aware said: “Aware relies heavily on the support of communities and corporate organisations in order to provide our free services. “Our income has been significantly impacted this year as a result of the pandemic and we are facing into an uncertain 2021. This financial challenge is within the context of a dramatic increase in demand for our services and we expect demand for our services to remain high as we all adjust to the socioeconomic impacts of Covid-19.  This year we will be relying heavily on Maxol’s Christmas campaign to boost much needed funds to ensure we can continue to deliver our essential services nationwide.  Aware would be incredibly grateful to anyone who purchases a ROSA coffee from Maxol this November and December. Every euro raised really makes a difference.”

The money raised by the Maxol campaign will go towards Aware providing support, education, and information for people impacted by depression, bipolar disorder and mood related conditions. To find out more about Maxol and its partnership with Aware visit 

To access Aware’s services or for more information on the charity

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