100 years on from the Rising, and people in Dublin are still fighting for their lives every night on the cold streets of our capital.
It's a bit mind-boggling, really.
And this ad by Dublin Simon, which is going to be running on our TV screens for the next fortnight alongside the hashtag #itmustend, really hammers home that fact.
It features Tommy KD, an actor and a musician who has experienced homelessness, reading the historic words of the Proclamation written on a sleeping bag. And it will change the way you hear those words, along with the way you view this weekend's Easter activities.
According to the organisation:
“This weekend’s activities are a time for remembrance and reflection. The Proclamation had ambitions for equality and freedom, cherishing all of the children of the nation equally.
"Yet 100 years on we are surrounded by a catastrophic and ever worsening homeless crisis, where 6,000 men, women and children are trapped in emergency accommodation or sleeping rough on our streets, with countless others living in fear of losing their home."
The statement adds: "It must end."
Amen to that.