Dublin Zoo has defended the use of a drag personality in its “Mams Go Free” Mother’s Day promotion for March 2026.
As part of a wider “All-Things-Irish Takeover” (running 14–17 March), Dublin Zoo offered one free adult admission for mothers on Sunday, 15 March, provided they were accompanied by a full-paying adult or child. To promote the event, social media star and TV presenter James Patrice appeared in his popular comedic persona, “Malahide Mammy” (also known as Malahide Woman), a character rooted in light-hearted drag and Irish humor.
While many praised the campaign for its humor, it faced significant online and political criticism:
Political Criticism: Independent TD Ken O’Flynn and Senator Sharon Keogan led the backlash, with O’Flynn formally writing to the Board of the Zoological Society of Ireland. Aontú leader Peadar Tóibín also slammed the ad, accusing the zoo of “deleting the visibility of mothers” by using a man in drag to represent them.
Critics argued that the use of a drag character “trivialised motherhood” and was an insult to women who have made lifelong sacrifices. Some commentators on social media called for a boycott of the zoo.
Some felt that the promotion was a form of “woke ideology” and that a real mother should have been used as the face of the campaign instead of a “bearded man in drag”.
Dublin Zoo expressed disappointment that elements of the campaign were taken out of context and clarified that James Patrice was the brand ambassador for the entire four-day Irish Takeover, not just Mother’s Day. The “Malahide Woman” persona was chosen for its strong connection with Irish audiences and its “long-established comedic persona rooted in humour and fun“.The zoo maintained that it remains a place that welcomes people from all backgrounds and communities. James Patrice also addressed the backlash by posting a photo of himself in character, standing by the “Mams Go Free” message despite the online criticism
