04/08/2015 03:10 EDT | Updated 04/08/2015 03:59 EDT

An Irish Paper Store Is Transforming Homophobic Literature Into Confetti

Ingredients: '100 per cent lies'

When life gives you homophobic print propaganda, turn it into confetti!

That’s how one Dublin stationery store is handling the uptick in anti-equality literature being handed out before Ireland’s referendum on same-sex marriage.

“Paper is our favourite thing in the whole world,” a promotional video explains. “When paper was used to spread some ugly lies in the run-up to the marriage equality referendum, we weren’t one bit happy.”

So storeowners got crafty.

In partnership with ad agency Rothco, Daintree Paper came up with “A Shred of Decency” confetti, “made from 100 per cent recycled lies.”

A Rothco spokesperson explained to HuffPost U.K. Lifestyle they wanted to make a statement with heart-shaped confetti.

“We decided that this was an opportunity to take this awful literature and turn it back on itself, to help create a positive message in the run up to the referendum.”

For €5 a pack, people seem to be responding with gusto.

Daintree’s campaign comes after previous store owner Paul Barnes was criticized for removing a gay cake-topper from a window display in 2013. The well-known local paper store is now under new management.

All proceeds from Daintree’s confetti sales will go toward Yes Equality, an Irish organization supporting the “yes’ vote ahead of May’s referendum.