Michael McNamara
Ceist: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]
Amharc ar fhreagraTuesday, 14 December 2021
Ceisteanna (97)
Freagraí scríofa
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 |