That is actually one of the questions that will be asked following the result if this is anything close to true: the No campaign moved in a very... distasteful way towards the end of the campaign and if that exit poll is anything close to the result you would have to think that it demonstrates that the No campaign strategy heavily backfired. It also demonstrates the power of a positive message in a referendum campaign; in the general area the referendum campaigns that won or did significantly better than they were expected to have been the ones that managed to broadly campaign in a positive light; while those who went negative all of the time tended to struggle.
I still don't believe that it will break the 61% that the Marriage referendum got but even that would be an impressively large figure and demonstrates the overwhelming change that has happened in the country - remember that its only been twenty years since Divorce was legalised and that was as close a referendum as you could get.
What was distasteful?
They ran a very controversial and sloppy campaign. There was an incident where a few pro-lifers were hanging graphic posters of torn up fetuses in public, which caused an uproar from nearly all sides of the debate and actually prompted condemnation from the No camp in order to distance themselves.
Besides that, they really didn't have a message, or a way to appeal to the undecided votes. All they did was scream "dead babies!" and rely on shaming people into voting no, whereas the Yes campaign relied more on the facts and sympathized with women in general.
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I followed the "No" campaign fairly closely and I don't find that characterization at all accurate. Yes there was an emphasis on the moral gravity of taking children's lives. There was also arguments for :
- Not trusting the Oireachtas with complete latitude over abortion laws
- Valuing the lives of the disabled, who are often targets of abortion in other countries
- Arguing that the 8th amendment does not endanger women's lives and that any fixes to policy needed to protect women's health can be made through legislation
- Investment in mothers' needs and urgently needed healthcare in other areas rather than putting those funds toward providing abortion
etc