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Covid-19 Pandemic

Dáil Éireann Debate, Tuesday - 14 December 2021

Tuesday, 14 December 2021

Questions (97)

Michael McNamara

Question:

97. Deputy Michael McNamara asked the Taoiseach the amount his Department spent on Covid-19-related advertising in the period from 1 January 2020 to 30 November 2021. [60986/21]

View answer

Written answers (Question to Taoiseach)

Attached is a tabular breakdown of the covid-related advertising spend from 1 January 2020 to 30 November 2021.

Since March of 2020, my Department has co-ordinated communications for the whole-of-government response to the pandemic. This necessitated expenditure on a broad range of targeted public messaging across over fifty different information campaigns.

The overall communications strategy for Covid-19 is based on a coordinated response that ensures maximum clarity for citizens, businesses and our wider community. This 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.

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.

Campaigns have included Radio, newspaper and social elements.

It is essential that citizens, business owners and communities are informed of the decisions being made by Government, and campaigns are developed and implemented to make the public aware of these decisions.

All of the contracts for media buying, print ads, radio ads, tv ads, social media promotion, online banner advertising and creative services were contracted through competitive processes and the Office of Government Procurement Framework contracts to ensure best value for money.

Campaign name:

Total

Emergency Business Supports

€512,427

Use of Outdoor/Public Spaces

€408,262

14 Day Restrictions

€466,717

Community Call

€1,774,625

Business Supports - SMEs

€1,018,966

Wellbeing

€836,841

Reopening Roadmap

€850,618

Business Reopening - Return to Work Safely Protocol

€868,180

Leaving Certificate

€58,436

Phase 1 Reopening

€1,176,758

Business Reopening - RTW 2

€600,942

Phase 2 Reopening

€892,545

Phase 3 Reopening

€1,205,814

Personal Responsibility

€384,388

Travel

€323,353

Phase 4 Reopening - July Delay

€735,731

July Jobs Stimulus

€652,373

Travel Green List

€175,911

Phase 4 Reopening - August Delay

€171,364

3 Counties Restrictions (National and Regional)

€119,422

Additional National Measures (August)

€449,608

Dublin/Limerick High incidence awareness

€376,738

Living with COVID (Announcement, Framework and Household booklet)

€902,588

Dublin Level 3 (Sept)

€12,318

Donegal Level 3 (Sept)

€181,933

Reinforcing Public Health Messaging Nationwide

€123,087

Nationwide Level 3 (Oct)

€239,671

3 Counties L4 / National L3 update

€44,845

Nationwide Level 5 (Oct)

€211,717

Keep Well - Community Wellbeing

€741,343

#SafeChristmas Phase 1 (L3)

€40,160

#Antiviral

€87,120

#SafeChristmas Phase 2 (Christmas Week)

€0

#SafeChristmas Phase 3 - Live action TV ad

€157,058

#SafeChristmas Phase 3 - Animated TV ad

€36,947

3rd Party Copy/Scriptwriting/Strategy

€46,434

TOTALS 2020

€16,885,239

Reinforcing Public Health Messaging Nationwide

€726

Nationwide Level 5 (continuation in Nov 2020

€9,833

#Safe Christmas Phase 1

€843,637

#Antiviral phase 1

€76,835

#SafeChristmas P2 - (Christmas week)

€480,957

#SafeChristmas P3 - Gathering/Dinner

€384,820

Christmas transition to Level 5

€222,950

Dec/Jan return to full Level 5

€426,579

January Additional Level 5 measures

€607,975

#Antiviral maintenance campaign

€33,832

Stay at home - Do the Right Thing

€17,894

Calendar

€42,165

Stay the Course - Do the Right Thing

€145,540

Maintain Progress - February

€136,888

Reopening of Schools Spring 2021

€673,034

#Antiviral phase 2 - Real Stories

€98,656

How it started

€414,316

Avoid the Surge

€168,273

30th March Announcement

€839,406

Antiviral Phase 2 - Real Stories pt 2

€74,263

Stay Local for April

€152,109

Stay Local for April update

€190,115

Recovery Plan Summer - May

€1,266,481

Economic Recovery Plan

€511,792

Recovery Plan Summer - June

€927,825

Recovery Plan Summer - July

€919,917

Protect our Progress - August 2021

€9,116

Reframing the Challenge - September

€718,670

Reframing the Challenge - October

€20,796

3rd Party Copy/Scriptwriting/Strategy

€9,840

TOTAL 2021 Costs

€10,425,237

OVERALL TOTAL COST

€27,310,476

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