X-ray Story at Crumlin

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Woody and Friends Get Their Own Awards in Ireland for

Bringing Comfort and Inspiration to Children attending Crumlin Hospital April 2019

Click to view X-rays of Disney Pixar Toy Story Characters

Last year, Disney Ireland, BBDO Dublin and Children’s Health Ireland at Crumlin (previously known as Crumlin Children’s Hospital) came up with an initiative, sparked by an idea from the hospital’s Consultant Radiologist, Dr Aisling Snow, to help explain and detraumatise the X-ray process which for many children can bring about high levels of anxiety and stress.

The initiative featuring X-ray images of Disney Pixar’s Toy Story characters placed on the walls of the hospital’s department has been recognised with three design awards, a Kinsale Sharks Gold, an ICAD Gold and an EPICA Gold.  Today children and their families along with Disney and the hospital marked the celebration at the hospital with a tea party to thank Disney and friends.

Speaking at the launch, Dr Aisling Snow said: “Family and healthcare professionals realise that keeping life as normal as possible for children in hospital, with time for fun and games, is crucially important.  We are always on the lookout for ways to keep a child’s visit to the Radiology Department as quick and enjoyable as possible and the Toy Story X-rays really help to make children feel at ease. We wish to thank BBDO and John Farrell from Image Solutions for their generosity in making the art works come to life and for creating an X-ray Toy Story sticker to give to our patients after their visit.”

Trish Long, Vice President and General Manager, Walt Disney Studios, Ireland said: “It has been a true privilege for Disney Ireland to help bring this initiative to life and to have our beloved Toy Story characters helping Irish Children through tough times. These three awards are a welcome recognition of the innovative and creative partnerships which made it happen. I’d like to thank Dr Aisling Snow for the idea; BBDO Ireland for all the support; Mo Ryan and Cassy Witts for their tenacity in shepherding this and of course Pixar for supporting the initiative but most of all for creating such wonderful characters to begin with. To Infinity and Beyond.”

BBDO Dublin were delighted to lend their creative support to a wonderful joint initiative between Disney Ireland and Children’s Health Ireland at Crumlin. “It was an unmissable opportunity to utilise our creative talent to help relieve some of the anxiety and stress of many children,”said Niall Reynolds Group Account Director BBDO in Dublin.

.xray story


The Walt Disney Company is dedicated to delivering comfort and inspiration for families around the world. Their collaboration with Children’s Health Ireland at Crumlin is part of The Walt Disney Company UK & Ireland’s social purpose programme, where they work in partnership with others to help build emotional resilience. Together the power of our brand, stories and characters inspire and create Moments that Matter for children and those closest to them, when they need it the most.

Across EMEA, Disney has a long-standing history of working with hospital partners to bring comfort and inspiration to seriously ill children and their loved ones.

For further information contact:

Suzanne McCabe, Communications Manager