This campaign advocating for The Leprechaun Law—hatched by White advertising agencies in Ireland, Dublin, and Milan—seeks to generate awareness for Ireland’s outdated hate speech laws. The concept is explained as follows:
Irish citizens are being encouraged to identify as leprechauns in order to enjoy better legal protection from online abuse. ‘The Leprechaun Law’ is a satirical campaign by LADbible Ireland with Folk VML Dublin and VML Milan that aims to expose Ireland’s outdated hate speech laws, which pre-date the internet and leave citizens vulnerable to trolling and online abuse.
While it sounds like a gimmick, the campaign is rooted in legal reality. Under the EU Habitats Directive (2009) leprechauns are classified as ‘protected species’ in Ireland’s Sliabh Foy Loop area, unlike normal Irish citizens.
Social publisher LADBible (with 5 million followers) is now calling on Irish citizens to adopt leprechaun status in protest. The public is being asked to symbolically convert to a leprechaun online or via a pop-up law booth in Dublin — and then share their new ‘leprechaun status’ through a fun TikTok campaign that creates a leprechaun version of the user.
The goal of the initiative is to push for legislation change on hate laws in Ireland, as well as requesting a public consultation as part of any new legislation updates.
If the true goal is pushing for legal revisions to hate laws, hate to say it, but this campaign will fail. It might have inspired greater awareness via a promotional tie-in with Lucky Charms.
Although expect for leprechauns to join other White segments—led by White women, White menopausal women, Old White Guys, White neurodivergent, White conservatives, et al.—claiming victimhood and seizing DEIBA+ status in Adland.
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