Delight as Maisie is named as Woodie's Heroes brand ambassador

Maisie Flanagan, whose mum is artist Emer from Letterkenny, has been announced as a brand ambassador for this year's Woodie's Heroes campaign, representing Down Syndrome Ireland.

When Emer and her husband Caolan, a pilot with Aer Lingus, welcomed their daughter Maisie, they wanted the same thing every parent wants for their child – the opportunity to reach her full potential.

Born with Down Syndrome and a hole in her heart, Maisie faced challenges from an early age, but with the support of her family and specialist services, she has continued to thrive.

Now aged six, Maisie leads a busy and active life. She loves music, dancing, playing with her dolls and spending time outdoors. Alongside her family, she has benefited from the support of Down Syndrome Ireland from an early age, particularly through speech and language services, practical guidance and a strong network of support for parents.

“Speech and language has probably been the biggest support for us,” says Emer, who, with the family, lives in Terenure, Co Dublin.

“You could really see Maisie’s development happening over time. Even in the last month alone, her speech has come on so much more.”

Emer describes Down Syndrome Ireland as being there for the family every step of the way, not only helping Maisie but also providing reassurance and a sense of connection for parents.

“It’s not even just for Maisie – it’s for us as parents too. Being able to talk to other families, share experiences and learn from one another has been so important. They’ve always been there for us, and we’ve built such a strong connection with everyone involved.”

Now in its 12th year, the campaign supports four Irish children’s charities, and this year's chosen charities are Autism Assistance Dogs Ireland, ISPCC Childline, Down Syndrome Ireland and Cancer Fund for Children. Since launching in 2015, Woodie’s Heroes has raised more than €4.7 million for children’s charities across Ireland, thanks to the generosity of Woodie’s customers, colleagues and suppliers.

Each year, the charities are selected by Woodie’s colleagues across the country, ensuring the campaign supports causes close to the hearts of local communities. From now until August 9th, customers can donate at the till at any Woodie’s store nationwide or online via the campaign's iDonate page, Woodie's Heroes 2026. 100% of your donation goes directly to the charities and is divided equally.

This year’s campaign is brought to life by four inspiring ambassadors whose personal stories demonstrate the life-changing impact these charities have on children, young people and families throughout Ireland.

The family are hugely grateful for the expertise, encouragement and community provided by Down Syndrome Ireland, and for initiatives such as Woodie’s Heroes, which help fund vital early years services for children and families across Ireland.

Funds raised through this year’s campaign will support a range of vital services including assistance dog training and family support programmes, Childline’s confidential listening service for children and young people, early years speech and language support for children with Down syndrome, and emotional and therapeutic support services for children and young people affected by cancer and their families.

Supporting Woodie’s Heroes is easy. From now until Sunday, August 9, customers can make a donation at the till in any Woodie’s store nationwide or donate online via the campaign iDonate page. 100% of your donation goes directly to the charities and is divided equally.