ROLE:

Copywriter

FOR:

Rothco

DATE:

April 2015

URL:

www.shredofdecency.ie

A Shred of Decency was a very simple idea that became global phenomenon. We wanted to do something to help support the campaign for Marriage Equality here in Ireland, so we came up with the notion of recycling homophobic flyers into beautiful confetti to raise money for Yes Equality. We teamed up with Daintree Paper – a little stationery shop in Dublin and called in a lot of favours.

The results were completely overwhelming. Starting with just a couple of posts on Twitter and Instagram it spread to millions of people across the globe. The campaign generated hundreds and thousands of likes and shares, 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. Incredibly this was all organic reach – not a single cent was spent on media. .

Unsurprisingly, we sold out of confetti – with packs being delivered as far as San Francisco and New Zealand. 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.

The commercials were produced by Piranha Bar.

Art Director: Stephen Rogers

Agency Producers: Stevi Russell and Jessica Derby

AWARDS:

CANNES LIONS 2015:

Bronze – PR Crisis & Issue Management

KINSALE SHARKS 2015:

Gold – Web Campaign

Gold – Media Excellence – Return on Investment

Silver – Viral Film

Bronze – Social Media

ICAD 2016:

Gold – Creative for Change

Gold – Earned Media

Bronze – Web Film

ADFX 2016:

Gold – Low Budget

AN POST SMART MARKETING AWARDS 2016:

Gold – Digital Campaign

Gold – Standout Small Business

WEBBYS 2016:

Finalist – Advertising & Media: Brand Strategy

MASHIES 2015:

Finalist – Best PR