Action Cures Fear is a brand that was created to showcase creative projects. Local Gaelic football team Round Towers Lusk won their championship final in late October 2018. During the celebrations the team “borrowed” a neighbours skeleton Halloween decoration. The skeleton, now named Thomas Ashe, joined the celebrations. An instagram account was set up to document the skeleton’s adventures. The Instagram account gained over 600 followers in one day despite the public backlash from the skeleton’s owners. Many social media sites reported the story. As an apology to the disgruntled owners, the skeleton was replaced. The Thomas Ashe jersey was then created with the aim of selling and donating all the profits to Temple Street Children’s Hospital in Dublin. Over 20 jerseys were sold, raising over €300.