Thursday, 17 June 2021

Questions (350)

Alan Kelly


350. Deputy Alan Kelly asked the Minister for Social Protection the amount her Department and associated agencies have spent on social media advertising since the beginning of January 2021 until 12 June 2021; and if she will make a statement on the matter. [32620/21]

View answer

Written answers (Question to Social)

My Department administers over 90 separate schemes and services, which affect the lives of almost every person in the State. The Department is committed to ensuring that members of the public are fully aware of the welfare supports and services that are available to them and public information campaigns are an important part of this work.

During the period 01 January 2021 to 12 June 2021, the Department delivered a total of 5 public information campaigns in 2021. Advertising was carried across a range of media, including social media platforms (Facebook, Instagram and Twitter), as well as national and regional print and radio, and targeted digital advertising. The aim of the campaigns was to increase public awareness of the available income supports and the Department’s relevant schemes and services.

All public information campaigns are developed and targeted carefully in using the best mix of media formats to ensure that the Department’s messages reach members of the public effectively, while ensuring value for money.

The cost of social media advertising from 01 January 2021 until 12 June 2021 is outlined below in tabular form. Please note that these figures exclude VAT, ASAI, and agency fees.

Social Media Advertising Expenditure (01 January 2021 to 12 June 2021)


Costs (€)

Department of Social Protection (DSP)

€38, 399.51*


Costs (€)

Pensions Council


Pensions Authority


Labour Market Advisory Council (LMAC)


Citizens Information Board (CIB)


Abhaile Service


* Invoiced to 12 June 2021. The figure excludes a spend of €6,700 on social media advertising for the Pensions Commission Consultation which was paid for by the Commission but facilitated by DSP.