Keane calls on public to support SuperValu SHADES 2010

Roy Keane launches Irish Guide Dogs for the Blind

SuperValu SHADES 2010 campaign

Today, Thursday 29 April 2010, Ipswich Town Manager and Irish football legend Roy Keane officially launched the annual Irish Guide Dogs for the Blind / SuperValu SHADES campaign. The campaign focuses on raising funds for the provision of guide and assistance dogs; and commences nationwide on Monday 3 May 2010 (

Speaking at the SuperValu SHADES 2010 campaign launch in the Dublin, Roy Keane said; “I’m very happy to continue my support for Irish Guide Dogs for the Blind SuperValu SHADES 2010 campaign. The positive impact that a guide dog or assistance dog can have on an individual or a family is inspiring. I admire the tremendous selfless effort put in by their staff, volunteers and partners in making a difference to others. It gives me great pleasure to be able to support the team by lending a hand and I’d encourage the public to do the same for this worthy cause.

It costs approximately €38,000 to breed, train and support a single guide or assistance dog partnership. All of IGDB’s services are offered free of charge and over 85 per cent of the charity’s income is secured through voluntary donations and fundraising.  

Padraig Mallon, Chief Executive for Irish Guide Dogs for the Blind (IGDB), said: “Our SHADES campaign is one of the highlights of our annual fundraising calendar. It makes a significant contribution to our income each year. Raising funds is a challenge at present but the winning combination of Roy Keane and SuperValu means that we can be optimistic about this year’s SHADES result.

Our commitment is to continuously increase the numbers of people who are trained and supported by our organisation, to do this we need to raise additional funds. We very much welcome the support of the public, whether that be financial or by volunteering their time to help our team continue changing lives for the better.

Speaking at the launch, Ciaran Levis, Sales Director, SuperValu stated: “SuperValu is delighted to be launching its support for the Irish Guide Dogs for the Blind/SuperValu SHADES campaign today with Roy Keane. With 192 SuperValu stores spread across the country, our retail partners see first hand the fantastic work that IGDB do to provide services to people who are blind or vision impaired and families of children with Autism out in the community. SuperValu has a long and distinguished history of being at the heart of Irish communities and we believe with this partnership, we can really help to make a profound difference to many people’s lives right across the country.

Throughout May, SHADES pins will be available for purchase in most SuperValu stores as well as through IGDB volunteers in shopping centres and outlets countrywide. Pins cost €2 each. You can also make a donation by simply texting the word ‘SHADES’ to 57252 or logging onto

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