Daintree believe in making beautiful things out of paper. So when paper was used to print ugly lies in the run up to Ireland’s Marriage Equality referendum, they wanted to do something about it. We created “Shred of Decency” – confetti made from 100% recycled lies. We recycled homophobic flyers into confetti to support the cause of Marriage Equality.
We collected any negative, dishonest and homophobic flyers and leaflets and recycled them into beautiful confetti. Then we sold it in Daintree’s little shop on Camden Street and online on our purpose built microsite, with all profits going to support Marriage Equality.
The results were completely overwhelming – with more than 62 million media impressions in earned editorial coverage and over 6.2 million social media impressions over the course of the campaign. It was featured in publications all over the world – from Buzzfeed, to the Huffington Post, to Mashable and many, many others. This was all organic reach – not a single cent was spent on media.
Thousands of euro was raised for Yes Equality, and we’re proud to say we helped take lies and hate out of the Marriage Equality debate.
As for the most important result of all… On 22nd of May, Ireland became the first country in the world to approve marriage equality by a popular vote, with a landslide majority.