Tuesday, 9 July 2019

Questions (291)

Peadar Tóibín

Question:

291. Deputy Peadar Tóibín asked the Minister for Justice and Equality the amount spent on digital marketing in each of the past eight years; the items on which funds were spent; the criteria by which target audiences were selected; the amount of the digital spend targeted here; the amount targeted abroad; the amount that related to private companies; the amount that related to policy initiatives; and the purpose of the digital advertisements. [29396/19]

View answer

Written answers (Question to Justice)

My Department engages in digital marketing, where appropriate, in order to draw attention to important issues in the Justice and Equality sector. The use of digital marketing allows the Department to reach audiences that might not be as likely to see or hear traditional forms of marketing such as newspapers, television, radio etc.

The work contracted has allowed valuable public attention to be drawn to important issues such as domestic violence and human trafficking. All digital spends have been primarily aimed at those living in Ireland.

The criteria by which target audiences are selected is based on identifying the group for whom the message is most relevant. For example, the annual Fireworks Awareness Campaign takes place each Halloween. The Department was concerned that the traditional method of newspaper advertisements may not be reaching those who may potentially be accessing illegal fireworks at this time of year and therefore has also begun engaging in online advertising targeted at persons under the age of 21 as they are the group for whom this information may be most relevant.

An itemised breakdown of digital marketing expenditure covering the last 8 years is set in the following table. There was no expenditure for digital marketing before 2016.  

Year

Cost (€)

Description

Private company (if applicable)

2018

€1,637.02

Fireworks Halloween Campaign - Trafficking fees/Facebook self-service

PHD Media Ireland

2018

€123.00

Fireworks Halloween Campaign - Online campaign MGMT 

Mediavest Ltd. T/A Spark Foundry

2018

€21,051.74 

Department of Justice & Equality contribution to Government's online safety campaign "BeSafeOnline"

N/A

2018

€139,266.00 

Online promotion of "What Would You Do?", the national awareness campaign on domestic violence

PHD Media Ireland

2017

€1,291.50 

Article on background to and building awareness of human trafficking (Appeared in both print and online editions of Metro Éireann)

Metro Éireann

2017 

€144,310.00 

Online promotion of "What Would You Do?", the national awareness campaign on domestic violence

PHD Media Ireland

2016

€110,786.00

Online promotion of "What Would You Do?", the national awareness campaign on domestic violence

PHD Media Ireland

Spend in my department for marketing, media and social media may be allocated on a case-by-case basis.  As such, a full projected 2019 spend is not available. It is expected that there will be significant costs in relation to the "No Excuses" campaign against sexual harassment and sexual violence which was launched by my Department in May of this year, however no costs relating to digital marketing have been incurred this year as of yet.