#MarRef: Yes Equality, The Campaign for Civil Marriage Equality
I made a cameo appearance as a member of the Yes Equality Social Media/Comms team in the last two months of the campaign. On occassion my role crossed over with the communications team in a number of areas.
When I joined the campaign , I had no idea that it would become arguably the most significant in Irish social and political history. Yes Equality HQ was at the apex of a nationwide grass roots movement that consisted of sixty local groups, numerous partner organisation and affiliates that included but were not limited to ‘Lawyers For Yes’, ‘Doctors for Yes’, ‘Teachers For Yes’, ‘Straight Up For Equality’, ‘I’m Voting Yes Ask Me Why’, ‘Vote with Us’ , ‘No More No Less’ and ‘Mrs Brown’. This was not including the parties from across the political spectrum and civil society groups that were in support of and campaigned for, the passing of the 34th amendment to the constitution.
Each day began with the morning brief. The brief had the message of the day and a list of articles that the team would share through social media. I then monitored twitter and alerted communications manager and campaign directors of any evolving issues.
The team needed to be ready to react swiftly to events or comments online, either through social media or press releases. Members of the communications and social media team promoted campaign-directed initiatives and initiatives directed by partner groups and organisations. Press photo calls and campaign launches were co-ordinated centrally by the communications team, the social media team live tweeted each event. A register to vote and the supplementary registration campaigns and associated info-graphics were instrumental in getting 110,000 extra people on the live register by the May 5th deadline. This led to images of queues outside local authorities being shared across Twitter, Facebook and online media outlets on the final day of the supplementary register.
The Yes Bus mobilisation and local canvassers had their respective updates and launches directed through Facebook, Twitter and Instagram. This proved vital in mobilising canvasers and, as the campaign progressed in areas of the country that mobilisation of supporters had yet to take place, encouraged the formation of local groups. I was part of a consistent strategy of tweeting rich media content created by the campaign, user generated content, establishing contact between prospective volunteers and the relevant local groups and, driving donors to the Indiegogo campaigns and supporters to the shop for badges and t-shirts. No task that needed to be executed was too large or too small.
Twitter was used to make lists of organisations affilitted with the campaign and broadcast media outlets to ensure all relevant and appropriate information was shared through our channels. ‘No’ campaigners, associated groups and individuals were contained in a list for monitoring. This facilitated speedy notification of any developments to the wider team.
A fundamental part of the role was delivering high quality content on the fly. I reached out to people within my network for high quality creative content which I then shared through the Yes Equality Instagram account. The account had a number of hashtags that were created in advance and used consistently, depending on whether, for instance, the picture was ‘#Business4Yes’ or ‘#CreativesForYes’. I also scanned through the ‘CreativesForYes’ hashtag to like and share material that would increase user engagement. Engaging with politicians and civil society groups at live tweeted launches and canvasses, was also important in ensuring consistent supporter and media engagement.
Channels were also kept updated with business support and individual fundraising initiatives on a local and national level. The calendar on the website was updated regularly and used to give supporters a schedule of fundraisers and events in advance.
The rich media element of the campaign was instrumental in increasing user engagement. I assisted with the filming of ‘Team Notorious for Yes’, in which Conor Mc Gregor’s trainer John Kavanagh had a conversation with his father about the referendum, and their hopes for a positive outcome for his brother. It was a really honest account of their wishes from the perspective of archetypal heterosexual sports and fitness-oriented men about their reasons for a Yes on May 22nd. Personal stories like this were filmed as part of the ‘Marriage and Family Matter’ series, which gave an honest account of the lives of the families of LGBT individuals.
Themes of family, love, belonging and conversations were consistent across all visual print and digital material. These were then reflected on the doorsteps when campaigners would go out and knock on doors. It was these individual conversations that changed hearts and minds but reinforced others.
Statistically speaking social media traction was astronomical. During the month of May engagement stood at 6.84 million tweet impressions, 193,000 profile visits, 16,400 mentions, 9,453 new followers from 744 tweets and 325 mentions on Twitter. The ‘#HomeToVote’ stream created a swell of emotion nationally. It started with the ‘Get the Boat to Vote’ partner organisation and grew organically into a social media movement that reached a crescendo the night before the vote. This reinforced the importance of people at home going out and using their vote on this issue, it was one of the many defining elements that led, I think, to such a high turnout. It not only helped move people to vote, but the sight and stories of people traveling home to cast their vote, also moved people to tears. Facebook engagement was equally high with roughly 6.8 million people seeing Yes Equality posts from May 4th up until and the weekend of the referendum.
The figures tell their own story. The 1,201,607 people that voted Yes on May 22nd reflect an all-encompassing, positive, engaging strategy that was thought out carefully and implemented with strategic precision by a committed team.
On a personal level it was an honour and a privilege to be part of the campaign. It was an exercise in vulnerability and courage for all people involved, with a great deal of hard work and effort invested. I got to meet and work with some excellent people-not only in the office but on the street. I made contact with individuals from across the political spectrum. I campaigned and took part in regular photo calls with activists, campaigners, and politicians from all the major political parties. It was a life changing experience. It was at times a difficult one, but everybody had their eye on the prize. The result of May 23rd was a paradigm shifting event in the way LGBTI people view themselves. For me, it was the greatest day in Irish living memory. I find myself still processing it, as if the full gravity of the change in social landscape for LGBTI individuals in Ireland has yet to dawn on me fully. The level of goodwill shown by family members, friends and people I met through the campaign was truly extraordinary, and because of the historical, cultural and personal significance of the entire campaign it is an experience I will treasure. I feel VERY lucky to have been there.
