Dáil Éireann Debate, Wednesday - 6 March 2019
77. Deputy Catherine Murphy asked the Tánaiste and Minister for Foreign Affairs and Trade the amount spent on social media advertising and online promoted content (details supplied) in 2018 and to date in 2019 by campaign and social media platform used; and if he will make a statement on the matter. [11122/19]
View answer78. Deputy Catherine Murphy asked the Tánaiste and Minister for Foreign Affairs and Trade if he has engaged and or consulted with a public relations online advertising agency regarding social media advertising and online promoted content in 2018 and to date in 2019; the amount spent by company; and if he will make a statement on the matter. [11139/19]
View answerI propose to take Questions Nos. 77 and 78 together.
My Department engages in advertising and public awareness campaigns where there is important information that needs to be brought to the attention of citizens. Social media and online promoted content play a significant role in this connection. Examples of where my Department has advertised using social media have included public information campaigns in relation to the Online Passport Renewals Service and on the theme of ‘Getting Ireland Brexit Ready’.
Details of relevant online advertising campaigns carried out in 2018 and in 2019 and commercial firms that have assisted in this regard to date are as follows:
Online Passport Renewals Service
- In Q1 2018, my Department concentrated on promoting the Online Passport Renewal Service as a fast and secure way for adults to renew their passports. Specific activities included advertisements on social media platforms, print ads, press releases and attendance at relevant promotional events, as well as participation by the Director of the Passport Service in over 25 interviews on regional radio stations.
- In Q4 2018 the service was expanded to include online renewal of children’s passports, a passport card for children and a wider cohort of adults eligible to renew online. This expanded service means that all Irish citizens can now renew their passports online 24/7 from anywhere in the world. My Department ran a three week public information campaign including advertisements on social media platforms, print ads and radio ads. The success of this campaign has led to a significant increase in online renewal applications in Q1 2019.
- The direct costs of online and social media advertising to raise public awareness in this regard are set out in Table 1 below.
Ireland’s Campaign for Election to the UN Security Council
- On July 2nd 2018, the Taoiseach and I publicly launched Ireland’s campaign to secure a non-permanent seat on the UN Security Council in June 2020 for the 2021-2022 term. Ireland’s campaign is premised on three themes: Empathy, Partnership and Independence. To coincide with this launch, my Department used social media platforms to promote public awareness of Ireland’s campaign online and the direct costs incurred in this regard are set out in Table 1 below.
Government Brexit Update and ‘Getting Ireland Brexit Ready’
- The Government Brexit Update email service and the Getting Ireland Brexit Ready public information campaign have formed part of the Government’s overall strategy to keep citizens fully informed and up-to date on the implications and challenges of Brexit.
- The Update is issuing on a regular basis via a commercial provider (MailChimp) and provides information on latest developments in the ongoing Brexit negotiations, on the latest available research publications and on engagement at Government level. It also highlights the range of business supports that are available through the various Government Departments and State agencies.
- My Department also coordinated a Government-wide ‘Getting Ireland Brexit Ready Campaign’ which I and Ministers Humphreys and Creed launched together on 20 September. This campaign updated citizens, communities and businesses about Brexit preparedness and support measures that are available as well as on public workshop events that were held over successive weeks throughout October and the last two weeks in November. A programme of awareness raising via online and social media platforms also took place. Costs incurred in this regard are set out in Table 1 below.
Other Projects
- My Department has also engaged in social media promotion of certain other initiatives and projects that relate to Ireland’s foreign policy activities. During 2018 and to date in 2019 these have comprised:
- Commissioning, in conjunction with the Royal Irish Academy, and first public performance at the UN General Assembly of a new work of poetry by Evan Boland (“Our Future Will Become The Past of Other Women”) to mark the centenary of women’s suffrage in December 2018;
- Ireland’s participation (by video) in the 2 December 2018 'Global Citizen Mandela 100' concert; and
- The launch of Ireland’s new policy for international development, ‘A Better World’, on 28 February.
Table 1: Online Advertising and Public Awareness Campaigns Expenditure 2018 – to date
|
Campaign/Theme |
Supplier |
Cost to date |
|
Online Passport Renewals (March 2018-June 2018) |
|
€473.55 |
|
UN Security Council Campaign July 2018 |
Twitter and Facebook |
€461 |
|
Government Brexit Update (Jan 2018 – to date) |
Twitter and MailChimp |
€1,396.69 |
|
Online Passport Renewals (December 2018-January 2019) |
PHD Media (Online, Twitter, Facebook & Linkedin) |
€38,118.21 |
|
A Better World, Evan Boland and Mandela 100 |
|
€516.61 |
