Yes Equality - An analysis of the Yes campaign that passed the 2015 Marriage Equality referendum

<p dir="ltr">This thesis examines the creative strategies used by Yes Equality in their campaign to pass the 2015 Marriage Equality referendum in Ireland. A thorough analysis of these strategies will seek to understand how Yes Equality garnered support for the Yes vote in a traditionally conservative country. It will explore how the Catholic Church held power in Ireland and how this created a society whereby LGBTQ+ people were second-class citizens. This thesis will examine visuals as a method to challenge public opinion, give visibility to this issue and achieve legislative change. Social media will be discussed as a method to further progress the campaign. It will also explore how effective accessible design in a campaign is in creating political change. This thesis will critically analyse photographs, posters and other creative strategies to understand how Ireland changed from being highly conservative to being the first country in the world to legalise same-sex marriage through popular vote.</p>