Craig Moore, known to friends and family as “Moose,” passed away on September 18, 2025, after a battle with early-onset Alzheimer’s disease. He was 56 years old. Although his life was cut short by the illness, those close to him remember Moose for his vibrant personality, sharp wit, and resilience in the face of adversity.
Moose’s diagnosis came as a devastating blow, but he continued to demonstrate remarkable strength throughout his final years. After moving into residential care on Sydney’s northern beaches and enduring extended hospital stays, his health declined sharply following a fall that led to a hip infection. With limited treatment options available and an emphasis on comfort, his care team transitioned to palliative morphine to ease his final days. Moose ultimately passed away peacefully, surrounded by loved ones.
Tributes from friends and colleagues highlight a man who was deeply loved for his intelligence, humor, and unpredictability. A long-time friend, Rocky, recalled visiting Moose twice weekly and sharing moments of laughter despite the challenges posed by dementia. Former colleagues described him as clever, inspiring, and charming, though sometimes difficult—qualities that endeared him to many.
Moose’s colorful character extended beyond his professional life as an award-winning advertising copywriter. During his youth, he spent time in Chicago with a host family, where his playful antics left lasting impressions. He was also known for quirky advice and a fondness for Hallmark cards, which he frequently used to mark special occasions with heartfelt and humorous handwritten notes. These cards remain treasured mementos for those who knew him.
His experience with dementia also became a catalyst for raising awareness about the disease and its impact. Moose’s story was featured in the national Think Again campaign, which emphasizes that dementia is not an inevitable part of aging. The campaign has gained momentum alongside significant developments in Australia’s dementia research and care landscape over the past year. Notable milestones include the appointment of Scientia Professor Henry Brodaty as Senior Australian of the Year, a $224 million government commitment to dementia care programs, and the launch of an innovative blood test for Alzheimer’s diagnosis by the Asia-Pacific Centre of Excellence for Alzheimer’s Disease Diagnosis.
Additionally, the federal government began a preventive health initiative encouraging Australians turning 50 to assess their brain health and adopt habits to reduce dementia risk. Efforts to increase concussion awareness and improve support in sporting communities are also underway, with neurologists and advocacy groups collaborating with prominent figures like rugby league great Wally Lewis.
Locally, educational institutions have participated in fundraising and awareness activities, reflecting a growing community commitment to addressing dementia. Friends and family of those affected have contributed through books, documentaries, and events, sharing their experiences to reduce stigma and promote research.
Health Minister Mark Butler acknowledged Moose’s legacy and the broader influence of personal stories in inspiring government action during a recent dementia innovation launch. Despite progress, advocates emphasize the need for continued investment in prevention, diagnosis, care, and support services, particularly in underserved rural and regional areas.
Moose’s life and legacy serve as a poignant reminder of the human dimension behind dementia statistics. Through the memories, stories, and enduring symbols like his cherished Hallmark cards, his loved ones seek to honor his life and foster hope that future generations will see greater breakthroughs and care for those living with dementia.