Crumlin Big Book of Memories

During my time at Ask Direct, I was honoured to be the creative lead on ‘The Big Book of Crumlin Memories,’ from concept to execution. This campaign was for CMRF Crumlin, the (former) fundraising body for Crumlin Children’s Hospital.

Marking the hospital’s 60th anniversary, the campaign centred on Ollie, a remarkable young boy born with Down Syndrome who underwent multiple life-saving heart surgeries at Crumlin, all before his first birthday.

We developed a dedicated microsite where parents and former patients could share their personal stories and memories, creating a powerful collective narrative of hope and resilience. The tagline, ‘It’s time to write your chapter in the story of Crumlin,’ resonated deeply and drove widespread participation. Traffic was generated through targeted Facebook ads, a heartfelt email campaign, and a poignant radio ad voiced by Ollie’s father, Noel. This impactful campaign was recognised at the An Post Smart Marketing Awards, earning a Silver award