(c) Linda Kavanagh and Peter Tanham, Together for Yes https://www.togetherforyes.ie/ and Abortion Rights Campaign Ireland https://www.abortionrightscampaign.ie/ On 25 May 2018 Ireland voted by a 66% majority to repeal the 8th amendment to the Irish constitution, following a hard-fought campaign. Repeal of the 8th, which enshrined the equal right to life of the unborn in the Irish constitution, opens the doors to new legislation to allow Irish women access to free safe and legal abortion without having to leave Ireland. At present, as many as nine women a day travel to the UK to access abortion services, with more risking prosecution by ordering abortion pills off the internet. A combination of investigation and exposure, and a resilient political culture, seem to have minimised the effectiveness of 'dark ads' and shadier tactics, but the campaign was tough and divisive. Linda and Peter will talk through how pro-choice campaigners have played a long game, building a broad coalition of support over years, and gaining the credibility to speak with authority and authenticity on behalf of women and medical professionals directly affected by the 8th amendment. They'll explain how digital tools were used to empower people to speak up and connect directly with their communities, and the role of digital in message development, learning testing and refining, to help deliver constitution-changing victory through a genuine people's campaign. About the presenters Linda Kavanagh (@Bubblenoma) is former co-convenor of the Abortion Rights Campaign Ireland (https://www.abortionrightscampaign.ie/), one of the three organisations which led the civil society Together for Yes coalition to campaign for the repeal of the 8th amendment to the Irish constitution. A graphic designer by trade, as spokesperson and comms lead for ARC, Linda helped popularise the 'Free, Safe and Legal' slogan, led ARC's social media and formed part of the group behind the strategy and day-to-day tactics of the Together for Yes campaign, as well as representing the Abortion Rights Campaign in the media. Peter Tanham (@PeterTanham) joined the Together for Yes campaign as its head of digital three months out from the referendum date, bringing his deep knowledge of online strategy and digital advertising to bear on the campaign. CEO and co-Founder of digital advertising company SparkPage, and voluntary tech lead for the Social Democrats, Peter is also a founder member of the Transparent Referendum Initiative (http://tref.ie/), a volunteer group working to increase the transparency of paid online advertising. Presented at ECF Europe 2018. Join the Campaigning Forum and find out more about its upcoming events here: http://fairsay.com/events

2. • Since 1983 Ireland had a near total ban
on abortion
• In summer 2012 Youth Defence posters
appeared
• Sept 28th 1st March for Choice
Background to
the movement

4. • Marriage Equality
• Gender recognition Bill
Civic minded
and engaged
young people

5. • Playing the long game
• Gaining the credibility to speak
for the women and pregnant
people of Ireland

6. 48 49
hashtag #NotAVessel. We shared the incoming photos in Ireland.

8. Yes No
Concerned Centre
• Need
• Healthcare
• Regulated
• Personal
decision
• When required
• When medically
necessary
• Never easy
• Doctor’s care
Leaning Yes Leaning No

9. Phase 1:
Inform, Engage
(Launch - end April)
(68 days out)

10. Together for Yes Social
Media Strategy

14. Journey
Takers

18. Build-up to
Crowdfund

21. Canvassing
Tool

22. How to vote Yes
on Friday, 25th May
Know where your
polling station is.
1 Aim to vote
early in the day.
2
Bring some ID. Do not display any
campaign slogans.
4
Place an ‘X in the top
‘TÁ/YES square.
6
3
Your polling station
is organised by street.
5
Your polling card will
tell you where this is.
If you have not
received a polling
card call you local
authority and ask
them which polling
station to go to.
Preferably photo ID
such as driving licence
or Age Card.
You do not need your
polling card to vote.
Find your table and
they will ask for your
name and address and
give you your ballot
paper. Take your
ballot paper into the
voting booth.
Many employers
will expect people
to vote before
coming into work
on Friday. Polling
stations are open
from 7am.
Cover campaign t-shirts
and remove badges before
entering the polling station.
Take your ballot
paper back out and
place it into the
ballot box.
You’ve Voted! www.togetherforyes.ie/youryesmatters

23. Phase 2:
Persuade,
Motivate
(Early – mid May)
(25 days out)

27. In Her
Shoes
• Totally
organic
• Allowed
people to
share
• Bucked
trends

31. Yes NoLeaning Yes Leaning No
Instagram
Stories
Personal
Stories
One Step
Removed
Doctors

32. Google and
Facebook ads

36. Phase 3.
Closing
argument
and Get
Out the
Vote

41. Yes vote is highest among younger voters:
• 87.6% among 18-24;
• 84.6% amongst 25-34;
• 72.8% among 35-49;
• 63.7% among 50-64
• only age cohort to vote No were
• those aged 65 and over, where 41.3%
voted Yes and 58.7% voted No
72.1%
Women
Yes Vote
66.4%
65.9%
Men

43. 2%
22%
76%
View on Abortion – Past 5 Years
Did not change mind
Changed mind
Don’t know

44. Thank
You!