Dark-haired and blue-eyed Edward Olsen was the spitting image of his father Robert.
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Robert and his wife Rochelle welcomed Edward into the world at 7.30am on July 17, 2016.
Seven hours later he was dead.
"We heard him cry once," a tearful Mrs Olsen said.
"Some people don't get that honour."
Three years since the "earth-shattering and isolating" death of Edward, Mrs Olsen is reaching out to other Dubbo parents who have experienced "pregnancy and infant loss".
On October 15, International Pregnancy and Infant Loss Remembrance Day, the now mother of Jock, 2, has permission from owner of the Clock Tower in Macquarie Street to light it up.
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"We will be lighting the Clock Tower's facade blue and pink on that night to honour the lost babies of our region," Mrs Olsen said.
"Pregnancy and Infant Loss Australia is raising awareness in this beautiful way but also lobbying parliament to have this day nationally recognised in Australia.
"Buildings all over the country and New Zealand will be lighting up.
"We were the first regional area to be involved and that is thanks to Jillian Kilby."
I have one in my heart and one in my hands.
- Mother of two Rochelle Olsen
"Baby-loss" parents of all eras are invited to attend the event starting at 5pm.
At 6pm, when the Clock Tower lights up, they will be able to take part in the "International Wave of Light" with lit candles.
Mrs Olsen, a consultant pharmacist who once owned Dubbo Grove Pharmacy, said participants could also learn about NALAG (National Association for Loss and Grief) services and "write messages to their babies".
"I want them to know they are not alone and that we have a community of parents right here for them to be part of," she said.
"It's okay to say your baby's name and talk about them ..and not feel like it should be a secret."
One in four Australian parents are reported to experience the loss of a baby through the likes of miscarriage and stillbirth.
The October 15 event is being hosted by Rochelle Olsen Embracing Wellness with lighting provided by Matt Peterson of MP Local Solutions.