ROTHCO & Daintree Paper Boosts Irish Marriage Equality Debate with ‘Shred of Decency’ Confetti

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Creative agency ROTHCO has teamed up with Dublin-based paper company Daintree in a radical new campaign in support of same-sex marriage in Ireland and they have created confetti from ignorant No Campaign flyers to raise money for the Yes campaign in the run up to Ireland’s marriage equality referendum.

Shred of Decency Campaign Image

Almost two years in the making, the referendum on the legalization of same-sex marriage in Ireland will take place on 22 May 2015. United in their beliefs, ROTHCO has joined forces with Daintree Paper, (a stationery shop on Camden Street, Dublin), in order to get the positive message for marriage equality out into the world.

There has been tense debate between the Yes and No camps in the run up to the referendum. Notably, elements of the No Campaign have stirred up controversy by spreading flyers which contain factually incorrect statements such as, “They [homosexuals] will contract cancers earlier in life.”


When ROTHCO and Daintree discovered that sections of the No Campaign were producing these materials and spreading lies, they put their heads together and came up with a new product called ‘A Shred of Decency’ –  confetti made from 100% recycled lies.

The idea of this referendum not passing was something that, as proud Irish people, we did not want to stand by and take a chance on. The creative team on the campaign spotted that there could be a wonderful opportunity to work with the new owners of Daintree who also clearly felt strongly about the referendum passing. So we reached out and the magic happened.

Patrick Hickey


In order to make the confetti the team are collecting the negative and dishonest flyers, leaflets and online literature produced by a section of the No Campaign, and recycling it into something positive. Packs of ‘A Shred of Decency’ confetti will be on sale in Daintree Paper on Camden Street, Dublin and online at with all profits going to Yes Equality.


The agency’s online campaign will last until the referendum on 22 May 2015. ROTHCO and Piranha Bar have also created an animated film to encourage confetti sprinkling and to ensure as many people as possible get involved and help the referendum pass.

On launch day (7 April), ROTHCO and Daintree are sending out packets of ‘A Shred of Decency’ confetti to a selection of key social influencers and asking them to take a photo (by themselves or with partner/friends) celebrating marriage equality with their confetti. They were also asked to post it to Instagram and Twitter with the hashtag #shredofdecency. Both parties hope the public will follow suit, showing their support for a great cause and helping take the lies and hate out of the debate.


Any support you give this campaign is helping to drive Ireland towards the right decision on May 22nd

Patrick Hickey

Founded in 1995, Rothco is Ireland’s leading and longest standing, independent creative agency.  The dynamic agency works with international and local clients including Heineken, Unilever, Hailo, Rory McIlroy Inc., Open Table, Liberty Insurance, AIB, Opel.

Rothco’s ground-breaking work has been recognized by the industry with awards from The Marketing Society (UK), Webby, MIDAS, ICAD and Shark Awards; and lauded in the press locally and internationally. The increasing new business wins and client work sees Rothco continue to expand its team with an additional 20 staff being recruited in the past six months bringing the head count to 140 staff based in their Dublin office.


  • Agency: Rothco
  • Agency producer: Jessica Derby / Stevi Russell
  • ECD: Alan Kelly
  • Art Director: Stephen Rogers
  • Copywriter: Shane O’Brien
  • Account Manager: Sarah McGann
  • Production Company: Piranha Bar
  • Producer: Stevi Russell / Jessica Derby
  • Editing House: Rothco / Piranha Bar
  • Editor: Stephen Walsh / Piranha Bar
  • Post House: Piranha Bar
  • Post Producer: Aileen Heavey