Behind Ireland's winning marriage equality campaign

The article examines the winning strategy of Ireland's historic marriage equality campaign, Yes Equality, and how Ireland became the first country to usher in a new era of LGBT rights by public referendum.

Behind Ireland's winning marriage equality campaign

Anna Hamill

Ireland is fundamentally a socially conservative country, believes Tiernan Brady, former Political Director of the country's victorious 'Yes Equality' campaign for civil marriage equality.

"People looked at Ireland as the land of Father Ted and priests and sheep. And that's true," said Brady, at Mumbrella 2016.

"Ireland is a religious country. It is a conservative country. It was the day before that vote, and it was the day after."

And yet, Ireland ushered in a new era of LGBT rights after its people voted to amend the country's Constitution to provide that...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands