Dáil Éireann Debate, Tuesday - 7 November 2023
988. Deputy Carol Nolan asked the Minister for Children, Equality, Disability, Integration and Youth the total amount spent on the ongoing 'Disability Rights are Human Rights' media campaign; if he will provide a breakdown of the amounts spent on TV, radio and billboard advertising; and if he will make a statement on the matter. [47569/23]
View answer1006. Deputy Holly Cairns asked the Minister for Children, Equality, Disability, Integration and Youth to provide the itemised costs associated with the "Disability Rights are Human Rights" advertisement campaign operated by his Department; and if he will make a statement on the matter. [47859/23]
View answerI propose to take Questions Nos. 988 and 1006 together.
The Disability Awareness Campaign is aimed at highlighting the importance and shared responsibility of disability inclusion, and of raising recognition and understanding of the United Nations Convention on the Rights of Persons with Disabilities (UNCRPD) in Ireland.
It has been guided by the text of Article 8 of the Convention itself, and by commitments to conduct a CRPD based awareness campaign contained in the National Disability Inclusion Strategy (NDIS), which had been developed in close consultation with disabled people. The campaign itself has also been developed in consultation with disabled persons and a number of Disabled Person's Organisations were engaged with to identify volunteer participants.
Under Article 8 of the UNCRPD it is incumbent upon the State to undertake "effective and appropriate measures" to:
• Raise awareness throughout society, including at family level, regarding persons with disabilities, and to foster respect for the rights and dignity of persons with disabilities;
• Combat stereotypes, prejudices and harmful practices relating to persons with disabilities, including those based on sex and age, in all areas of life;
• Promote awareness of the capabilities and contributions of persons with disabilities.
Measures encouraged to this end under the UNCRPD include "initiating and maintaining effective public awareness campaigns" such as the campaign in question. The slogan "Disability Rights are Human Rights" is a clear statement on Government's position on the issue, while advertisements also direct the public to online resources to further information regarding the UNCRPD. Recent research from the National Disability Authority has also underscored the importance of personal familiarity with persons with a disability in combatting negative stereotypes and attitudes, and generating support for disability initiatives. On that basis I have been particularly pleased to see the campaign's emphasis on rights and on meaningful inclusion across a range of settings in everyday life.
The Disability Awareness Campaign is a deliberately ambitious and far reaching campaign and I have been encouraged by the positive reception to it. The development of the campaign has been conducted at all times with value for money in mind, the principle of "nothing about us without us", the ambition set for the campaign, the obligations set out in the Convention, the NDIS commitment, and my desire to deliver a powerful message on the shared challenge of implementing the UNCRPD across all aspects of everyday life.
The currently projected full cost of the campaign, and the breakdown of those costs, is set out below. It should be noted that these are projected figures while the campaign is ongoing.
UNCRPD Advertising Campaign Full Projected Costs*
|
MEDIA |
CREATIVE |
TOTAL |
||
|
All formats |
€1,117,797 |
% Split of Channels |
€385,181 |
€1,501,978 |
|
TV |
€175, 168.74 |
16% |
||
|
Video on Demand |
€50,016 |
4% |
||
|
Radio |
€246,812.77 |
22% |
||
|
Display |
€87.517.40 |
8% |
||
|
Search |
€7,029.95 |
1% |
||
|
Civic Spaces |
€73,611.26 |
7% |
||
|
Press |
€228,238.65 |
20% |
||
|
Cinema |
54,588.40 |
5% |
||
|
Social |
€112,034.79 |
10% |
||
|
Fees |
€82,333.74 |
7% |
||
|
Total Spend |
€1,117,351.70 |
100% |
||
|
Balance |
€445.30 |
*All costs are inclusive of VAT
