Dáil Éireann Debate, Wednesday - 28 April 2021
138. Deputy Catherine Murphy asked the Taoiseach the amount spent by his Department on advertising and public messaging in print, broadcast and online since January 2020 to date in 2021; and the companies engaged to assist with placing the advertisements and the companies advertised with in tabular form. [22300/21]
View answerA tabular breakdown of the figures requested by the Deputy is below.
|
Covid-19 Campaign: |
Advertising in publications |
Broadcast Advertising |
Online Banner Advertising |
Social Media advertising |
Consultancy |
Production costs |
Total |
|
|
1 |
Emergency Business Supports |
€229,784 |
€253,141 |
€0 |
€0 |
€9,422 |
€492,347 |
|
|
2 |
Use of Outdoor/Public Spaces |
€140,178 |
€264,855 |
€0 |
€0 |
€12,983 |
€418,016 |
|
|
3 |
14 Day Restrictions |
€135,291 |
€323,281 |
€0 |
€5,064 |
€13,407 |
€477,043 |
|
|
4 |
Community Call |
€578,741 |
€1,061,445 |
€100,520 |
€0 |
€33,918 |
€1,774,624 |
|
|
5 |
Business Supports - SMEs |
€470,649 |
€414,255 |
€83,998 |
€6,215 |
€43,850 |
€1,018,967 |
|
|
6 |
Wellbeing |
€268,367 |
€395,996 |
€124,999 |
€11,263 |
€35,221 |
€835,846 |
|
|
7 |
Reopening Roadmap |
€303,611 |
€439,980 |
€23,809 |
€47,381 |
€36,832 |
€851,613 |
|
|
8 |
Business Reopening - Return to Work Safely Protocol |
€311,932 |
€414,641 |
€100,000 |
€13,939 |
€27,669 |
€868,181 |
|
|
9 |
Leaving Certificate |
€47,458 |
€0 |
€0 |
€7,239 |
€3,739 |
€58,436 |
|
|
10 |
Phase 1 Reopening |
€527,336 |
€486,403 |
€113,993 |
€14,350 |
€34,677 |
€1,176,759 |
|
|
11 |
Business Reopening - RTW 2 |
€219,889 |
€341,233 |
€29,877 |
€6,158 |
€3,785 |
€600,942 |
|
|
12 |
Phase 2 Reopening |
€310,423 |
€444,453 |
€93,740 |
€17,091 |
€26,839 |
€892,545 |
|
|
13 |
Phase 3 Reopening |
€583,883 |
€462,156 |
€81,032 |
€19,548 |
€59,194 |
€1,205,814 |
|
|
14 |
Personal Responsibility |
€0 |
€348,175 |
€29,337 |
€0 |
€6,876 |
€384,388 |
|
|
15 |
Travel |
€143,412 |
€164,130 |
€0 |
€0 |
€15,812 |
€323,353 |
|
|
16 |
Phase 4 Reopening - July Delay |
€316,218 |
€380,505 |
€0 |
€11,140 |
€27,872 |
€735,735 |
|
|
17 |
July Jobs Stimulus |
€274,421 |
€208,380 |
€117,027 |
€20,706 |
€31,841 |
€652,375 |
|
|
18 |
Travel Green List |
€47,307 |
€117,173 |
€0 |
€0 |
€14,772 |
€179,252 |
|
|
19 |
Phase 4 Reopening - August Delay |
€0 |
€165,466 |
€0 |
€0 |
€5,898 |
€171,364 |
|
|
20 |
3 Counties Restrictions (National and Regional) |
€18,234 |
€87,939 |
€0 |
€0 |
€13,250 |
€119,423 |
|
|
21 |
Additional National Measures (August) |
€236,596 |
€192,278 |
€0 |
€0 |
€20,733 |
€449,607 |
|
|
22 |
Dublin/Limerick High incidence awareness |
€154,770 |
€183,921 |
€0 |
€0 |
€27,368 |
€366,059 |
|
|
23 |
Living with COVID (Announcement, Framework and Household booklet) |
€332,909 |
€357,401 |
€103,324 |
€27,767 |
€81,203 |
€902,604 |
|
|
24 |
Dublin Level 3 (Sept) |
€0 |
€0 |
€0 |
tbc |
€12,318 |
€12,318 |
|
|
25 |
Donegal Level 3 (Sept) |
€123,782 |
€52,554 |
€0 |
€0 |
€1,488 |
€177,824 |
|
|
26 |
Reinforcing Public Health Messaging Nationwide |
€0 |
€76,475 |
€36,363 |
€9,674 |
€3,836 |
€126,348 |
|
|
27 |
Nationwide Level 3 (Oct) |
€47,307 |
€170,682 |
€6,410 |
€5,833 |
€9,367 |
€239,599 |
|
|
28 |
3 Counties L4 / National L3 update |
€0 |
€31,296 |
€0 |
€3,836 |
€9,728 |
€44,860 |
|
|
29 |
Nationwide Level 5 (Oct) |
€47,307 |
€138,355 |
€6,410 |
€7,885 |
€11,779 |
€211,736 |
|
|
30 |
Keep Well - Community Wellbeing |
€265,970 |
€342,127 |
€82,116 |
€12,003 |
€39,343 |
€741,559 |
|
|
31 |
#SafeChristmas Phase 1 (L3) |
tbc |
tbc |
tbc |
tbc |
€40,160 |
€40,160 |
|
|
32 |
#Antiviral |
n/a |
n/a |
n/a |
n/a |
n/a |
€87,120 |
€87,120 |
|
33 |
#SafeChristmas Phase 2 (Christmas Week) |
tbc |
tbc |
tbc |
tbc |
tbc |
||
|
n/a |
3rd Party Copy/Scriptwriting/Strategy |
tbc |
tbc |
tbc |
tbc |
€50,820 |
€50,820 |
|
|
34 |
#SafeChristmas Phase 3 - Live action TV ad |
tbc |
tbc |
tbc |
tbc |
€157,058 |
€157,058 |
|
|
34 |
#SafeChristmas Phase 3 - Animated TV ad |
tbc |
tbc |
tbc |
tbc |
€36,947 |
€36,947 |
|
|
TOTALS 2020 |
€6,135,775 |
€8,318,696 |
€1,132,956 |
€247,092 |
€50,820 |
€996,304 |
€16,881,642 |
|
|
Future of the Media Commission |
€84,407 |
€52,453 |
€5,341 |
€142,201 |
PHD Ltd placed all of the media advertisements for my Department for Covid-19. The bulk of the spend in 2021, and last year, relates to the COVID-19 emergency.
A whole-of-government communications response was mobilised by the Department in response to the COVID-19 emergency in mid-March 2020 to formulate and implement a coordinated response that ensures maximum clarity for citizens, businesses and our wider community. This necessitated expenditure on a broad range of targeted public messaging across a range of different information campaigns using national and local radio, national and regional newspapers, and social media platforms. The centralised approach adopted is helping to ensure effectiveness of advertising spend and consistency and amplification of the public health messaging across the various public awareness campaigns and to those hard to reach audiences.
The scale of the communications challenge faced by Government was unprecedented, requiring public information campaigns across every sector of the economy and society.
The communications strategy for Covid-19 required national and international coordination. A series of coordinated campaigns were developed to ensure maximum clarity for citizens, businesses and our wider community. The strategy aligned with both World Health Organisation (WHO) and European Centre for Disease Control (ECDC) advice, both of which emphasised the importance of ensuring the general public is aware of the seriousness of the COVID-19 outbreak and further that a high degree of population understanding, community engagement and acceptance of the measures put in place are key in preventing further spread.
It is also recommended that communication strategies should target different audiences and provide the rationale behind the measures, also outlining the necessity to put a support system in place to provide essential services and supplies (e.g. food and medication), and to monitor vulnerable individuals. This necessitated expenditure on a broad range of targeted public messaging across a range of different information campaigns using national and local radio, national and regional newspapers, and social media platforms. The centralised approach adopted is helping to ensure effectiveness of advertising spend and consistency and amplification of the public health messaging across the various public awareness campaigns and to those hard to reach audiences.
