Under the EU Habitats Directive (2009) leprechauns are classified as ‘protected species’ in Ireland’s Sliabh Foy Loop area, unlike normal Irish citizens. They enjoy a number of protections that normal citizens don’t. So Folk VML Dublin, VMK Milan and LADBible Ireland are encouraging Irish citizens to identify as leprechauns in order to enjoy better legal protection from online abuse.
Thesatirical campaign, The Leprechaun Law, aims to expose Ireland’s outdated hate speech laws, which pre-date the internet and leave citizens vulnerable to trolling and online abuse. Social publisher LADBible (with 5 million followers) is calling on Irish citizens being asked to convert symbolically 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 initiative’s goal is for legislation change on hate laws in Ireland, as well as requesting a public consultation as part of any new legislation updates.
Sylvia Julius, solicitor, noted, “Ireland’s hate laws, which pre-date the internet, are not fit for the digital age, and lag well behind those of other EU member states in protecting citizens from online hate – in stark contrast to the rights and protections afforded to leprechauns under EU legislation that grants them heritage status. The government must step up to ensure that people online (as well as leprechauns!) are appropriately protected under the law.”
With online abuse becoming a growing international threat, governments around the world are overhauling their hate laws for the digital era. But in Ireland, where research shows that 81% of adults have experienced some form of online hate, trolling or cyberbullying, citizens actually enjoy fewer rights than elsewhere thanks to hate speech laws which pre-date the internet. This is in stark contrast to the country’s most famous mythical creatures, the leprechauns – who are deemed a protected element of Irish folklore under EU law.
LADbible’s recent survey on hate speech discovered that 81% of Irish people aged 18-34 years have experienced online bullying. 51%of victims reported hate comments, but 87% said no action was taken.
Tom Butcher, general manager, LADbible Ireland, stated, “As a digital publisher, we’ve witnessed firsthand the appalling abuse, bigotry and hateful comments that our readers are increasingly exposed to online – with scant protection offered by hate speech laws which pre-date the internet. We wanted to highlight the urgent need for change in a witty yet still thought-provoking way – by offering citizens the chance to become as well protected, legally speaking, as our national mascots. Because frankly, no one should need real laws more than real people.”
Karl Waters, chief creative officer at Folk VML, added, “Sometimes truth is stranger than fiction. Leprechauns have protected status in Ireland, whereas we mere humans do not online in Ireland. Our ambition is to create a community of leprechauns to help change that. We are delighted to be working with LADbible on this crucially important campaign to change Ireland’s hate speech legislation.”
The call to action is led by an animated film that skewers Ireland’s friendly reputation and stunning scenery, by contrasting it with the ugly online reality, where casual bigotry, and insults are shared as freely as the country’s famous ‘craic’. And where, unless you’re a leprechaun, you’re not protected by law. The film ends with a call for viewers to sign a petition to “become leprechauns” until fundamental legal protections are in place.
Michele Picci, group chief creative officer at VML Italy, commented, “We couldn’t have asked for better partners than our Dublin team for proving once again that VML creativity has no borders. True creativity doesn’t exist in isolation. It thrives in collaboration. And when we come together, it’s remarkable how far we can push ideas and how much impact we can generate.”
Credits:
Creative Agencies: Folk VML Dublin & VML Milan
Global CCO Innovation and EMEA CCO: Bas Korsten
EMEA Head of Social: Christina Miller
Chief Creative Officers: Michele Picci, Karl Waters
Art Directors: Sandro Austero, Conor Swanton, Saskia Bender
Copywriters: Mietta Petruzzelli, Stephen Kelly, Daliana Balan
Creative Technologists: Jonathan Hunt, Raz Darji
