Tuesday, 9 July 2019

Questions (687)

Peadar Tóibín

Question:

687. Deputy Peadar Tóibín asked the Minister for Children and Youth Affairs 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. [29386/19]

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Written answers (Question to Children)

Six digital marketing campaigns have been run by my Department over the past number of years. Five of the six related to the promotion of LGBTI+ National Youth Strategy 2018 - 2020. The Strategy provides an opportunity to build a more inclusive Ireland for LGBTI+ young people and is the first of its kind in the world. The digital campaign was targeted at social media users. In addition to this, a digital media campaign to build public awareness of the new National Childcare Scheme (then referred to as the Affordable Childcare Scheme) took place during 2017. The target audience was parents with young children living in Ireland needing childcare supports.

Details of the expenditure by my Department in respect of digital marketing activities are set out in the following table.

Year

Purpose of Campaign

Type of Digital Marketing

Target Audience 

Cost (€)

2017

Facebook Promotion of an LGBTI+ Consultation Report

Social Media

Irish, LGBTI+ Young People Aged 12-24

€4

2017

Building public awareness of the Affordable Childcare Scheme

Online display; Programmatic Marketing;

Social Media;

Ad-Serving;

Articles.

Irish, Parents of Young Children

€29,722

2018

Facebook promotion of the Launch of LGBTI+ Strategy

Social Media

Irish, LGBTI+ Young People Aged 12-24

€16

2018

Facebook promotion of Video for LGBTI+Strategy

Social Media

Irish, LGBTI+ Young People Aged 12-24

€12

2019

Twitter advertisement of LGBTI+ Competition

Social Media

Irish, LGBTI+ Young People Aged 12-24

€45

2019

Facebook advertisement of LGBTI+ Competition

Social Media

Irish, LGBTI+ Young People Aged 12-24  

€20

With regards to the agencies under the remit of my Department, Oberstown Children’s Detention Centre incurred costs amounting to €9,840 for a web video for people interested in a career in youth justice, which was posted on a national online publication in 2019. The Adoption Authority of Ireland, the Office of the Ombudsman for Children, and the Commission of Investigation into Mother and Baby Homes have indicated that they did not incur any digital marketing related costs. I have requested Tusla, the Child and Family Agency to contact the Deputy directly on the matter.