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FactFind: Who's behind Instagram stickers promising to plant trees in return for pet photos?

Instagram feeds have been flooded with the stickers – but it seems unlikely that many trees will actually be planted as a result.

For general Factchecks not about Covid

This article was updated 12/11/2021 to include responses from Zackaria Saadioui and the New South Wale Rural Fire Service. 

INSTAGRAM FEEDS HAVE been flooded over the last few days with a sticker promising that trees would be planted in return for users posting photographs of their pets to the social media platform.  

Instagram Instagram

The viral trend saw users posting photos of their animals accompanied by a sticker with the caption:”We’ll plant one tree for every pet picture”. The sticker, which is a new feature on Instagram, invited users who saw each post to add their own photo of their pet.

By the time of writing it is estimated almost five million people shared the sticker with photos of their furry friends in the expectation of doing some good for the environment. 

These kinds of  ‘like and share’ activism campaigns have been around for several years. In 2019, a small green tree became one of the most-liked Instagram photos of all time when a Canadian sustainable clothing brand promised to plant one tree in West Papua for every ten likes the post received. 

But what about in this case? Will this massive photographic collection of our good boys and girls actually result in the same amount of trees being planted?

The answer is murky.

Firstly, looking at who is actually making the promise to plant the trees: there is no organisation named on the sticker, and Instagram confirmed that it isn’t behind the campaign.

A spokesperson for Meta, Instagram’s parent company, told The Journal that:

“Like all other ‘Add Yours’ sticker threads, it was started by an independent Instagram account – not Instagram.”

Instead the ‘we’ behind ‘We’ll plant one tree for every pet picture’ is a company called Plant A Tree Co.  

The organisation took to their Instagram to say that it was their idea, after initial confusion over who exactly was making the promise to plant these trees. The post said that they had deleted the sticker once it started to be reshared rapidly. 

Instagram Instagram

The company, whose main business appears to be selling necklaces, explained:

“We immediately realized the post would grow too big and that we didn’t have the resources to plant that many trees, so we deleted it 10 minutes later.”

They claim the sticker continued ‘to spread out of control’ and that their company name was removed from the sticker ‘because of what seems like an Instagram bug.’

The Journal understands this is refuted by the social media platform. 

So will my picture of my cat get a tree planted?

That’s a good question. Plant a Tree Co have said that they don’t have the resources to plant the millions of trees required to match the number of pet posts.

Instead, the company has asked its followers to tag famous people, influencers, and Instagram itself, and to donate to a fundraiser it has set up ‘so we can ACTUALLY plant 4 million trees’. 

The company hasn’t explained how the funds are being raised or administered, and its original website had very little information other than the claim they’ve planted 6500 trees so far.

Update: Plant a Tree founder Zack Saadioui responded to The Journal’s questions after publication about how and where these trees were planted. ‘We plant trees through the Edens Reforestation Project,’ he said. He did not specify where but according to its website the Eden Reforestation Project works in Madagascar, Nepal, Haiti, Mozambique, Indonesia, Central America, Kenya and Brazil. 

Plant A Tree Co website (now removed) http: / /web.archive.org/web/20211109175346/https://www.plantatreeco.com/ http: / /web.archive.org/web/20211109175346/https://www.plantatreeco.com/ / /web.archive.org/web/20211109175346/https://www.plantatreeco.com/

Their main commercial activity according to their website seems to be selling necklaces with slogans like Free Spirit and Good Vibes Only. Plant a Tree claim each necklace sold funds the planting of one tree and their website states their goal is to plant a million trees by the end of 2021.

There is some information about the company available online. A search shows their domain name was registered in May 2019 with Florida, America listed as their registrant address. 

Inkedscreenshot-2021-11-10-at-15-30-39-296x279_LI https: / /opencorporates.com/companies/us_fl/L19000178770 https: / /opencorporates.com/companies/us_fl/L19000178770 / /opencorporates.com/companies/us_fl/L19000178770

Non-profit business watchdog The Better Business Bureau states the website plantatreeco.com is registered to a company called Plant a Tree LLC. A cross reference with the Florida Department of State Division of Corporations shows the same Boca Raton, Florida as the address of the business.

The agent of the corporation (the person required by law to accepts legal documents for the business) was listed as Zackaria Saadioui. Saadioui is listed as having the same address as the business. 

The only Instagram account that Plant a Tree follows has the username @zjsaadioui and the account name Zack Saaidioui.

@plantatreeco followers

The 23-year-old describes himself online as ‘a computer science major with a minor in innovation from the University of Florida with a background in entrepreneurship.’

An Instagram with his name says that he is the founder of Plant a Tree, as well as another parking business called Prked. According to records he was removed as officer of Plant a Tree last year.

Back in 2019 he claimed in a YouTube presentation that he makes $5,300 (around €4,600) a month through several different methods. He describes e-commerce ‘as the simplest and cheapest possible way to start a business’ and stresses the importance of marketing. 

“Without marketing you will never succeed in this racket,” he says. 

According to the Better Business Bureau, four complaints have been made to them about Plant a Tree including a customer paying but not receiving an item, long shipping times and the company not responding to emails.

The company has previous form in promising to take action in return for users helping its posts to go viral. In 2020, it promised to donate one dollar to the Rural Fire Service in New South Wales in Australia during one of the worst bushfire seasons in the country on record, for every one hundred people who followed and reposted the company’s post. 

The company claimed it donated $3,000 (€1,950) to the RFS. However, the posts promising to donate the money are no longer on its Instagram feed. The Journal contacted the RFS who verified that it did receive a donation but did not specify how much. Update: Mr Saaidioui responded to The Journal with a copy of a receipt of a donation made to the RFS from Plant A Tree to the sum of $3,173

 Zack Saaidioui responded to NBCnews.com about online scepticism around the business ‘creating trends around false promises.’ 

“I understand where they’re coming from, as we have made unintentional mistakes in the past,” Saadioui said. “We addressed it, stopped the post and stated that it would be impossible to plant.”

At the time of writing the Plant a Tree Co’s Instagram claims that it has raised €25,473 out of its €866,620 goal in its fundraiser to help plant trees. 

After publishing our original Fact Find, Zack Saadioui responded to The Journal’s inquiries about where the trees were being planted and how the money was being held. 

He told us via email ‘Although we clearly can’t plant 4 million trees, we want to use this opportunity and awareness to do some good, so we created an Instagram fundraiser that is raising money for @treesforthefuture, an organization that we really like that plants trees. We don’t touch any of the money, it is completely handled by Instagram through the Instagram fundraiser.’

 

TheJournal.ie’s FactCheck is a signatory to the International Fact-Checking Network’s Code of Principles. You can read it here. For information on how FactCheck works, what the verdicts mean, and how you can take part, check out our Reader’s Guide here. You can read about the team of editors and reporters who work on the factchecks here.

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    Mute Sandra Anderson
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    Jan 30th 2022, 9:52 AM

    The President should be there in person, not a virtual speech,

    Condolences to all the families.

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    Mute sean o'dhubhghaill
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    Jan 30th 2022, 10:45 AM

    @Sandra Anderson: He is at the National Holocaust Memorial. If there is any reason not to be at the Bloody Sunday commemoration, it is that.

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    Mute Jo H
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    Jan 30th 2022, 11:21 AM

    @sean o’dhubhghaill: an absolutely important event, one also worthy of his attendance, but I have to agree with the OP that if a choice had to be made between the two, in this instance he should have attended the Bloody Sunday Memorial

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    Mute John Mc Auley
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    Jan 30th 2022, 12:29 PM

    @sean o’dhubhghaill: No its Not.

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    Mute XvSv
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    Jan 30th 2022, 12:57 PM

    @sean o’dhubhghaill: I think the President was very badly advised on this.

    He should have been in Derry today to commemorate the 50th Anniversary of Bloody Sunday. It was one the most momentous events of 20th century on the Island Ireland. It was was a catalyst for everything that followed for the next 25 years.

    Of course he should also mark the Holocaust. But United Nations has designated 27th January (last Thursday) as international Holocaust Memorial Day.

    So his advisors / Government should have ensured both Memorial events didn’t clash.This was poor planning by the President’s office, as the 50th anniversary of Bloody Sunday is a very significant event, the Office of the President is meant to represent all Irish Citizens.

    This was an event the President should have attended.

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    Mute Ger Murphy
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    Jan 30th 2022, 1:13 PM

    @Sandra Anderson: perhaps for health reasons or covid risk etc he is not there. He is 80+ years of age. I’d doubt there is any intended snub on his part.

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    Mute Jo H
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    Jan 30th 2022, 1:30 PM

    @Ger Murphy: he is attending another event, albeit a very important one also, nothing to do with covid

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    Mute OneClubSince1888
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    Jan 30th 2022, 4:04 PM

    @sean o’dhubhghaill:
    Shocking decision by our president.

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    Mute Aidan Haughey
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    Jan 30th 2022, 8:38 PM

    The reason would be that he should be at home mourning his own. 50 is an important number. Wrong decision

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    Mute Gerry Gleeson
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    Jan 30th 2022, 10:27 AM

    They were murdered by the British Army.

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    Mute The Grand Nagus
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    Jan 30th 2022, 7:17 PM

    @Gerry Gleeson:
    Are you serious?

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    Mute Doreen Murphy
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    Jan 30th 2022, 9:03 PM

    @The Grand Nagus: no one can deny that. Total murder and no one held to account.

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    Mute The Grand Nagus
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    Jan 30th 2022, 10:33 PM

    @Doreen Murphy:
    Went over your head Doreen sorry

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    Mute Caoimhín Ó Seanáin
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    Jan 30th 2022, 2:07 PM

    I watched wreath-laying ceremony live on Bbc news channel. Every political party in Ireland – except Unionists, not surprisingly – was represented. While the British Broadcasting Corporation provided live coverage of this event, the Irish national broadcaster offered Mass (fair enough), aussie rules women’s football or Junior Bake-off from England. Says it all.

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    Mute doyle
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    Jan 30th 2022, 6:17 PM

    @Caoimhín Ó Seanáin: Doug beattie I know his been in the news for all the wrong reasons of late but his the only unionist leader to show compassion for this on his Twitter page

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    Mute Sue OB
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    Jan 30th 2022, 10:27 PM

    @Caoimhín Ó Seanáin: i would say 90% of the british public have no idea about bl@@dy S@@day and the establishment are quite happy to keep it that way

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    Mute Chief Buck Cat
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    Jan 30th 2022, 1:33 PM

    Those creatures slithered out Palace Barracks outside Belfast 50 years ago, faces painted black and high-velocity hollow tip rounds in their guns. They drove 85 miles up the road, those that had not already murdered unarmed civilians in Belfast now had a chance to murder in Derry. They laughed in the faces of old men and children as they lay dying and shot more rounds into them. Then they slithered back to Palace Barracks buzzing and congratulating a job well done. British soldiers killing unarmed Irish civilians under order was British policy, it always was and could always be again. The only solution is unity.

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    Mute camio55
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    Jan 30th 2022, 11:42 AM

    This appalling event and the prolonged campaign for justice should be remembered with great sadness today. All of the innocent that lost their lives in this conflict must never be forgotten. Those that committed these acts should never delude themselves that they eclipsed the innocent in pursuit of a greater cause, it was simply murder.

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    Mute Declan Edward
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    Jan 30th 2022, 3:03 PM

    Absolutely shocked that Michael Higgins didn’t go to this.

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    Mute John O Mahony
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    Jan 30th 2022, 2:32 PM

    Bad mistake by Michael D no turning up, how can the families get justice if the president rates it as a second class event. Is this the same mehole who laid a wreath for Crown forces awhile ago. What a two-faced individual

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    Mute Daniel Roche
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    Jan 30th 2022, 2:46 PM

    @John O Mahony: If the taoiseach didn’t turn up,you be giving out,not defending wreath laying for British forces but you no reason to have a go at the leader of our government for doing the right thing today,pop away at the president.

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    Mute Madra
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    Jan 30th 2022, 9:36 AM

    Mick D is a great man

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    Mute Richard Right
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    Jan 30th 2022, 9:48 AM

    @Madra: A true socialist, and man of the common people.

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    Mute Frank Gooding
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    Jan 30th 2022, 10:28 AM

    @Richard Right: wealthy socialist ok

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    Mute Cian
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    Jan 30th 2022, 10:33 AM

    @Richard Right: surely satire?

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    Mute sean o'dhubhghaill
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    Jan 30th 2022, 10:49 AM

    @Frank Gooding: What is the maximum wage a socialist can earn?

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    Mute iohanx
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    Jan 30th 2022, 10:59 AM

    @sean o’dhubhghaill:

    Not more than the next person.

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    Mute Bri Lyons
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    Jan 30th 2022, 11:01 AM

    @sean o’dhubhghaill: don’t forget the tea parties

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    Mute Frank Gooding
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    Jan 30th 2022, 11:43 AM

    @sean o’dhubhghaill: some socialists are more equal than others i guess.

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    Mute Donal Desmond
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    Jan 30th 2022, 1:22 PM

    @Madra: On his tour of South America Higgins spoke of social injustice, pity his party agreed and implemented every austerity measure that was inteterduced on the ordinary people who put their faith in them to curb FG. So called Labour became more Blueshirt than the Blueshirts. Their position in the polls reflect their betrayal of those who voted for them.

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    Mute Tom Molloy
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    Jan 30th 2022, 1:22 PM

    The UN should investigate the curriculum in British and Protestant north of Ireland schools to prevent the sectarian mindset of hate being created in their people.

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    Mute Mentis Green
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    Jan 30th 2022, 3:49 PM

    Time for Ireland to fully highlight the past atrocities of the british state & its army alongside their collusion, gerrymandering, institutionalised sectarianism and abuse of civil rights.
    Not to mention the almost unending occupation atrocities perpetrated in Ireland prior to partition.

    Their “british” colonial state evolved around being a genocidal, ethnic cleansing, sectarian occupying power, a parasitic organism.
    A state that has never really faced or reflected on these past atrocities anywhere which is why their media & political structures today are a cesspit of propaganda that have turned inwards without hosts to feed off.

    Thankfully Ireland today has considerable soft power helping us protect the rights of our citizens who live in the 6 counties and their rights under the GFA

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    Mute Finbar Delaney
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    Jan 30th 2022, 3:31 PM

    Any FG representatives attend?

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    Mute John Meade
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    Jan 31st 2022, 7:04 AM

    @Finbar Delaney: the article doesn’t list every politician that was there but it does have a tweet from Simon Coveney saying he is there

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    Mute Paul Byrne
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    Jan 30th 2022, 3:51 PM

    He laid a wealth for the soldiers that done it a thick

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    Mute The Grand Nagus
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    Jan 30th 2022, 7:23 PM

    What ever about the rights and wrongs of the British Army been based in the North.
    The Paras should never had a role same can be said for the Royal Marine Comandos and the black watch.

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    Mute Kevin50
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    Jan 30th 2022, 7:07 PM

    Spoke to my children in their 20s (I know not children) at meal time today none of them knew anything about Bloody Sunday nor the Troubles. The murders of civil rights protestors, this was not a Republican march, by the British army was as bad as anything in South Africa, India or the southern states of America. It spawned the growth of the provos who themselves were as evil as the British and declared war on this country, every politician, judge Garda, Soldier, prison officer was considered a legitimate target. No wonder SF, who are still the political wing of the provos, are so popular with the young and uninformed. Our teachers and the civil service have downgraded history as a subject, one wonders why. BTW it is not the Taoiseach because he himself is a published historian.

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    Mute Dorothy
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    Jan 30th 2022, 7:40 PM

    @Kevin50: Teachers have not downgraded history as a subject. The belief that “education” is purely utilitarian job training is at the heart of many so called reforms in education.

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    Mute Sandra Duffy
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    Jan 30th 2022, 9:08 PM

    @Kevin50: Sinn Fein supported murders every bit as heinous.

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    Mute Sonic
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    Jan 30th 2022, 9:09 PM

    @Kevin50: Sorry but this comment is nonsense. That your kids know nothing about bloody sunday is an indictment of you as a parent. We should make sure our children know and remember these atrocities else we risk history repeating. As for Micheal Martin being a published historian, please. He will forever be on the wrong side of history. Ever hear of collective cabinet responsibility? Ok now go back to 2008. QED.

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    Mute Liam MacSuibhne
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    Jan 30th 2022, 9:22 PM

    @Kevin50: Firstly, history has been upgraded to a CORE subject. Secondly, the fact that your children don’t know about it is an indictment of both their specific teachers and you, sorry to say. As for the rest of your comment, we’ll leave that for now.
    Try to stay on topic and stop referencing other actors in the conflict as some sort of latent excuse for what the British Army did that day and many other days. It was pure, unadulterated evil.

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    Mute Angela McCarthy
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    Jan 30th 2022, 11:04 PM

    @Liam MacSuibhne: when the conflict kicked off in 1969 and section 31 of the Broadcasting Act was introduced in 1971 by the southern state. It was clear those in power were desperate to stop the general population from joining the dots and linking what was happening in the north to what had happened in the south before partition (1916-22). So Irish history taught in the schools more are less ended with the civil rights movement, and didnt catch up again until 1994 when the peace process kicked in.

    so how could it be the responsibility of parents to teach their kids about Bloody Sunday and the conflict, when many of those young parents had been deprived of that history themselves.

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    Mute Anna Carr
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    Jan 30th 2022, 5:54 PM

    I thought it was a very respectful, solemn service. Everyone there behaved impeccably.

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    Mute Joan Grennan
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    Jan 31st 2022, 11:31 AM

    How well I remember it .50 years ago today I very young then and.very angry left my workplace and.joined the vast crowd heading to the British embassy .There we watched on as it was.set ablaze with the garda standing by and merely observing it all .The feeling was that these paras.were a shower of gurriers like the black and tans of a different era .The British government behind it were devious and dishonest ,gurriers too with posh accents .The.way the Widgery enquiry blackened the names of the murder victims was yet another outrage

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