Former The Campaign Palace copywriter Craig “Moose” Moore is 56, and he lives with Dementia
Creatives often ask how Craig ‘Moose’ Moore is without knowing he has Dementia. This article is written by his long term partner Louise ~ who is a saint ~ to highlight the devastating impact. Above are two pics: one is of Moose and what the article is all about and the other is from when he and creative partner Rocky Ranallo first worked together at The Campaign Palace.
This is a fairly unremarkable photo of Craig Moose Moore.
However, you might notice that Moose is wearing two caps: one, his beloved Chicago Bears and the other, a gift from his friend Rocky Ranallo – an attempt to convert him to the Canterbury Bulldogs (no chance).
His sweatshirt is on back to front and inside out.
On an A4 sheet of paper, his name is written in big capital letters: MOOSE. It’s an arts and crafts afternoon – a “crafternoon” – and the residential homemaker patiently encourages him to write his name yet the motor skills don’t kick in. His words are illegible.
Craig “Moose” Moore is 56, and he lives with Dementia. He first showed symptoms over ten years ago.
Moose is an award-winning advertising creative, and not that long ago worked with some of the biggest advertisers, globally, including Saatchi & Saatchi, Clemenger, and The Campaign Palace. He wrote clever ads and was described as a polymath. He tutored at AWARD School when it was not uncommon for graduates to stop him at the airport or in the street to express their gratitude.
Words were his gift to the world.
Outside of his legendary career, he was an ocean swimmer, an Iceberg, a board member, and a surf club “bronzie” with the mighty Bondi Surf Bathers Life Saving Club Basso patrol. He was a joiner-inner in all things in his community. Suffice it to say, Moose didn’t just embrace life, he ran at it.
Moose is also a proud dad, and a loving partner to me.
The first sign things were amiss was confabulation. That meant to the uneducated, myself included, that he distorted the truth to fill gaps in his memory.
Unaware of this sinister condition, our friends, his colleagues and I, got frustrated with the untruths and deception and continually being let down. Why didn’t he turn up when he said he would? He just walked off. And he didn’t seem interested anymore.
Then he started to forget.
He developed excessive thirst.
He became easily distressed.
Now, open water is terrifying to him.
He can’t tie his shoelaces.
He is aphasic.
This experience has been both a privilege and a shit-show at times, but most of all I am comforted that Craig is loved and well cared for.
Soon, in my spare time, I plan to shift my attention to setting up a foundation, or community network in honour of Craig.
I don’t know what that entails just yet, but I know that awareness and starting a conversation are better than staying silent.
He was endlessly proud of my achievements and now I want to continue his legacy since he cannot.
Sadly, the prevalence of dementia in Australia is expected to rise significantly in the next 5-10 years. For anyone already living with dementia either as a carer, family member, partner, sibling, or friend, I know how challenging it can be.
Everyone’s dementia journey is different and if you are experiencing it, you are not alone.
27 Comments
Thank you for your courage and thoughtfulness in sharing this Louise. It’s both shocking and terribly sad knowing how young Moose was when the symptoms first appeared; helping to create awareness of this terrible, life-destroying disease is so important. Strength and love to you both 🌺
So brave Louise. We worked together at Saatchi’s in the early 90’s when I was in despatch (& had hair) & I just wanted to hang out with Moose & the cool kids (Ginges, Cumming, Devaris, Fishlock, Isles, Putnam, Morden, Newman, Isherwoord) in the creative department. I’ve still got the Chicago Cubs caps he got for me on one his many trips back to the States.
Thank you so much for sharing this. Every story is so different when it comes to dementia. The only thing that doesn’t change is the evilness of the illness. Stay strong and thank you Louise.
Moose if you love the Chicago Bears you gotta love the North Sydney Bears. They are playing in the grand final this Sunday. Ill get you a cap to replace that nasty bulldogs cap! 🤗
I see Moose every Saturday and Thursday, He’s usually pretty happy and we do have a laugh, about what I’m not sure but he finds it funny. When we walk down the street he high fives everyone he sees. It takes ages to get to where we are going. If I stop and think about what has happened to him I cry. Damn dust in the air. Lou has been an absolute legend in caring for him for many years and she found it extremely hard to place him in a home. He is well looked after and they love him there. If anyone would like to drop in and see him (in Warriewood) let me or Louise know and we can be there with you.
Louise, thank you for sharing & posting….
Many years ago at Clemenger, Moose introduced me to the sport of American NFL, he educated me about the ‘Bears’ running back Walter Payton and many many others, he welcomed me to the Icebergs NFL tipping comp (which I won one year) . He took me to the Super Bowl Monday morning parties, introducing to the Hoodoo Gurus legends…. Over a beer or two we also planned USA trips to watch NFL games, these trips never happened…. but I enjoyed talking about them. Because of his NFL passion I also fell in love with the sport.
We also shared many a Saturday afternoon watching Eastwood and Easts at home and away games…
@ Rocky, I haven’t seen you or Moose for years, I’m now living in Mona Vale and would love to catch up for a coffee.
AJ
Bless you Rocky and Lou. Thank you for sharing Moose’s story. It doesn’t surprise me one bit that they love him at the home ❤️
I am so sorry to read this, my heart goes out to you and your family, Louise. Moose sounds like a wonderful man and friend. As the daughter of an early onset dementia victim (and I don’t use the term lightly), I understand how crippling it is to watch the disintegration of a brilliant mind. For the people who surround them, it’s hard not to feel isolated and helpless. If there is any way I can contribute to your endeavours in the future, please let me know.
Lovely Moose. A genuinely nice man. Fond memories of some fun times here and in his favourite restaurant and dive bar in LA.
Best love, wishes and hopes for the future to you, Louise, and of course to Rocky x
All strength to you Louise. And to you too Rocky. Moose is so lucky to have you.
I’ve been pondering what to write here. I feel extremely fortunate to have worked with The Greats, like Moose. And Rocky. And all the creatives who haunted The Campaign Palace halls. Moose will always be the deep-sea fisherman, ocean swimming, quote-keeping, Dharma-fridge stocking idiot who made me feel so welcome in the creative department. See you soon Moose, Ian and I will come for a visit. Love you. (Louise, thank you for loving him like you do).
Moose was the creative wunderkind of Palace Sydney when I was a mere Account Manager (“Would you like fries with that?”) at Palace Melbourne, but his talent was legendary with all of us. On the few times I met him, he was incredibly witty and just that right side of arrogant. My family has been hit by the tragedy of dementia, and I am so in awe of Louise’s words (and strength), and for Rocky shining a light on this viscous disease.
Rocky is also a saint.
Although God sucks for what he did to Moose.
So terribly sad, I knew him when I worked at BBDO, we were only acquaintances, but I always remembered how lovely of a person he was, so kind.
The fun/laughs I’ve had with Moose are genuinely great memories. Btw I tried to convert him to Everton FC after taking him to Liverpool to watch the last game of the 1993/94 season. Everton had to win to avoid relegation and we were 2-0 down (to Wimbledon) after just 20 mins. In one of the club’s greatest games, we won 3-2 and stayed in the premier league. I won’t go into detail about the celebrations be we had a GREAT evening. Very very VERY reassuring knowing he has a partner like Louise and a mate like Rocky.
We love ya Moose.
Moose is a beautiful human being.
Doddsy is right. God sucks.
Very happy that Moose is so loved.
Firstly, thank you Campaign Brief for sharing my story – our story.
Thank you Rocky and Kate for being an incredible support to Moose and to me.
But most importantly thank you, Moose, for coming into my life. He made everything so wonderful, all of the time and I miss him terribly.
I have read all of your messages. I love hearing stories about Moose so please keep them coming.
They all share a common theme, and that was: he was loved (and yes… that he also loved the Bears, the Cubs, swimming in sub temperature conditions, leading people astray, joining in, loving life and sharing his talents with the world).
It’s the least I can do to think of a way to continue his legacy and hope to share further updates when I can.
Thank you again – what a talented bunch.
Louise,Ive never met you but like Moose you are obviously well loved .I have many Moose memories, all wonderful and all unforgettable.
And Rocky you are a legend.
Wish I was in Oz to pay you a visit Moose. Working with you at The Palace was both a pleasure and an absolute hoot. The best memory was when you taped your old smelly flip flop to the underside of my desk chair. Took me forever to work out where the pong was coming from!
You made me laugh every day you funny bugger.
Thank you for looking out for the big man Rock. Please give him a big hug from me.
Classic Moose.
I too am at a loss in finding my words. Louise and Rocky, you are amazing, so much respect and love to you both. Like so many others I worked with Moose for a long time, and to know Moose is to love Moose. There are so many stories Louise, and most will be better than mine, but I treasure them. Moose and his annual mullet throw onto the roof of McCanns is a stand out. Moose having his own plasterer on standby in case a wall got damaged accidently. When my son was struggling with a year 6 assignment on advertising and I mentioned it on FB, Moose responded of course. Thank you so much Louise (and ROK) for sharing Moose’s story and journey, the courage in that is so typical of Moose x
The mullet / fish story is iconic. Courtney told me about that one many years ago and it must have been hilarious to witness. Thank you Megan for sharing some of these moments … and I hope your son is doing well.
I’m so sorry to hear this. I first encountered Moose as students at AWARD School and many years later worked for/with Moose as a freelancer. I always found him lovely to deal with. I wish him all the best. Dementia is devastating. I saw my father battle it and now my mother-in-law. Wishing you all as peaceful a journey as possible.
I was amother copywriter during the Era
of Moose. I am the same age as him. And i have
a Mum with dementia, disappearing before our eyes. Struggling for a word, angry, fearful, then laughing at the absurdities. The proximities of this story break my heart. Deep respect to Louise and all those caring for Moose. Dementia is fucked.
I had the great privilege of working with Moose at Clems.
He gave me the greatest piece of radio writing advice ever: “Never start your script with, ‘Hi, I’m a carrot.’
Solid advice, but coming from Moose it was like an advertising ten commandment.
Moose you are a legend. Sending you, Lou, the family and Rocky all our love and thanks for looking after him and loving him so well.
Go Bills (and Bears just for you)
I worked with Moose for about three years when he was a young writer at Saatchi’s Sydney. It was apparent from the start that Craig was bubbling with enthusiastic youthful energy, not just for great ideas, but for life. His joy at working with the likes of Messrs Isherwood, Newman, Putnam, Morden, Isles and Fishlock was palpable. His energy was infectious. Plenty of good times were had at Saatchi’s “meeting room #5” over the road at the Mercantile! Wishing him all the best, and thank you for sharing his story. PS I have considerable experience in the philanthropic space. Please reach out if you want any advice.
I am so sorry to hear about Craig. When he came to the United States for an exchange program in high school, he ended up switching his living arrangements and came to stay at my house. My entire family has such great memories and funny stories about the time we spent together. Even after he returned to Australia, he would come back to Plainfield to visit. My family was just talking about him tonight and we started searching social media looking for information about what he’s doing now and we came across this article. So very sad to learn about his health – he truly made such an impact on our lives!