Maxol’s cup of kindness for Christmas charity fundraiser
Maxol has launched a festive ‘pay it forward’ initiative to encourage acts of kindness while raising thousands for mental health charity, Aware.
They will directly donate 10c from every cup of its ROSA Coffee or other hot drink purchased during November and December. Last year the Christmas campaign raised over €65,000 and Maxol hopes to surpass that figure with its new ‘Cup of Kindness’ campaign.
Since the Covid-19 pandemic, Aware is receiving an average of 2600 calls each month to its free support line and urgently needs more funding.
Drew Flood, from the charity, said many of the calls they receive are from those who are finding it difficult to re-engage into society following the pandemic.
“Our teams are noticing that the transition to reintegrate into society is proving a real challenge for many. This is a new issue for society, certainly linked to the pandemic and is contributing to the 2600 calls on average that we are now receiving every month,” said Drew.
‘Being kind doesn’t have to mean grand gestures, it’s often the little things that can have the greatest impact’
“The ongoing support from corporate organisations, like Maxol, has enabled Aware to build on its regular services and we recently set up four weekly Ukraine Support Groups, which are providing a space for people who have fled following the invasion of their country in February.
“These are vital services, and we are already seeing the benefits, but we need ongoing funding so we can continue to support those who need us,” he added.
The concept behind the Cup of Kindness campaign is simple: customers can perform an act of kindness by purchasing a ROSA Coffee or other hot drink for someone else when they buy one for themselves. Participating customers will be presented with a star when they purchase a hot drink for another person, on which they are invited to write a message of kindness. The star is then hung from a Cup of Kindness Christmas tree in the Maxol store.
The next customer can take that star to pay for their cup of coffee or hot drink and, if they wish, they too can purchase a Cup of Kindness for the next customer and hang a star on the tree.
CEO of The Maxol Group, Brian Donaldson said: “Being kind doesn’t have to mean grand gestures; it’s often the little things that can have the greatest impact.
“That is why Maxol has launched the Cup of Kindness campaign and we hope that the funds raised for Aware, and acts of kindness shown over the next few weeks, will have a positive impact on the communities in which we operate.”