Dáil Éireann Debate, Wednesday - 30 November 2022
160. Deputy Carol Nolan asked the Minister for Justice the total cost to date of her Department's public campaign in relation to the sharing of intimate images without consent; the cost of each of the television, radio and newspaper advertising campaigns; the amounts paid to any external consultants or advertising agencies arising from this campaign; and if she will make a statement on the matter. [59606/22]
Amharc ar fhreagraThe Intimate Image Abuse campaign that the Deputy refers to was launched by my Department in September 2021 with the aim of raising awareness of image-based sexual abuse and to better inform people of the strong legislation in place to combat it. We want people to know that sharing intimate images without consent is illegal, socially unacceptable, has harmful consequences and is a form of abuse. We also want victims of this abuse to know that this crime can be reported to Hotline.ie or An Garda Síochána, and that there is help in getting illegally shared images removed quickly. We want to encourage people to think – to not share intimate images if they think the person featured hasn’t given consent or if they don't know that they have. We want to challenge the narrative that seeks to place some or all of the blame on the victim and to make clear that those who share an intimate image without consent carry all the blame. The campaign will be further developed under the Preventive Pillar of the Government’s Third National Strategy on Domestic, Sexual and Gender-based Violence.
Raising awareness of the issue of Intimate Image Abuse will be a part of the wider prevention campaigns that will run throughout the length of the strategy and this will include producing appropriate assets highlighting that is illegal to threaten to share intimate images. The latest burst of the campaign was launched on the 14th of October and will continue to run until December 18th. The campaign adverts is being run on TV, radio, in cinemas, on video on demand, digital audio, social media and using digital out of home advertising. Two creative advertising agencies have been involved with developing this campaign on our behalf: TBWA\Dublin in 2021 and Javelin in 2022. PHD Media are the media buying agency for the campaign. PHD Media are paid a monthly fee and for reasons of commercial sensitives, I am not including information on their fees. I can however provide details of how much we spend on the various types of media used in the attached table.
Intimate Image Campaign
|
Creative Production Cost |
2021 |
2022* |
|
€97,373 |
€23,366 |
|
|
Media Spend breakdown |
||
|
TV |
€206,998 |
|
|
Radio |
€28,555 |
|
|
Cinema |
€67,046 |
€31,428 |
|
Digital Audio |
€16,971 |
€8,339 |
|
Social Media |
€49,651 |
€4,842 |
|
VOD |
€14,666 |
€19,010 |
|
Total Spend |
€245,707 |
€322,537.56 |
*spend to date
