Alan Kelly
Question:130. Deputy Alan Kelly asked the Taoiseach the amount his Department and associated agencies have spent on social media advertising since the beginning of January 2021 until 12 June 2021. [32826/21]
View answerTuesday, 22 June 2021
Questions (130)
Written answers
A tabular breakdown of the figures requested by the Deputy is below.
Social Media advertising has been a central part of the public information campaigns for Covid-19, and since March 2020 my Department has co-ordinated the communications strategy for the whole-of-government response to the pandemic that ensures maximum clarity for citizens, businesses and our wider community.
The strategy ensures that citizens have all of the information they need in relation to Covid-19, to protect the most vulnerable in our communities, themselves and their families and the health care system.
The strategy aligns with both World Health Organisation (WHO) and European Centre for Disease Control (ECDC) advice, both of which emphasise 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.
This necessitates 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 public information campaigns play a vital role in communicating the various strands of the pandemic. All platforms are utilised with some campaigns tailored for different audiences using specific channels.
There have been 48 campaigns to date, and each campaign was advertised using a combination of National Press, Regional Press, Radio, Digital Display, Social Media, TV and Online Video.
In the 26 campaigns which used Social media advertising, the total number of impressions across all campaigns was 115,520,006. This translates to an average of 4,443,077, with a high of 16,119,670 impressions for the Publication of the Roadmap campaign.
|
Campaign: |
Social Media advertising spend |
|
Nationwide Level 5 (continuation in Nov) |
€9,833 |
|
#Safe Christmas Phase 1 |
€12,431 |
|
#SafeChristmas P2 - (Christmas week) |
€8,408 |
|
#SafeChristmas P3 - Gathering/Dinner |
€10,481 |
|
Christmas transition to Level5 |
€15,769 |
|
Dec/Jan return to full Level 5 |
€12,612 |
|
January Additional Level 5 measures |
€18,921 |
|
Stay at home - Do the Right Thing |
€17,895 |
|
Stay the Course - Do the Right Thing |
€18,002 |
|
Reopening of Schools - Spring 2021 |
€15,246 |
|
Avoid the Surge |
€9,999 |
|
30th March Announcement |
€13,576 |
|
Future of Media Commission |
€12,291 |