Curing Homesickness.

An Australian-first campaign that united children’s hospitals nationwide, major brands like Disney and eBay, and a star-studded cast around one powerful idea: getting kids home from hospital sooner.

The campaign launched with Mum’s Sause, a fictional tale of a young girl in hospital who longs for her mum’s pasta. In the story, a sweet misspelling sparks a viral moment and a national movement, which extended into the real world through a fundraising product that captured hearts across the country.

As project manager, hospital production specialist, and client-side creative lead, I partnered with CHE Proximity (now part of Clemenger Group) and hospital teams to bring the campaign to life. Managing filming logistics, guiding creative direction and copy, and coordinating hospital access, I bridged clinical teams, creative partners, and corporate stakeholders to deliver an ambitious yet sensitive campaign that truly resonated.

The result: a multi-channel movement that raised millions, shifted public perception, and made a simple plate of pasta a powerful symbol of hope.