Dáil Éireann Debate, Tuesday - 9 April 2024
1326. Deputy Jackie Cahill asked the Minister for Health if his Department uses community radio for advertising and public awareness campaigns; if not, the reason, given the vital role community radio often plays in the dissemination of information to local communities; if his Department will consider using community radio for public awareness campaigns in the future; and if he will make a statement on the matter. [14166/24]
Amharc ar fhreagraOn behalf of all Departments, including the Department of Health, the Government Information Service engaged a media buying agency following a competitive tender process. Departments engage with this agency for the purposes of advertisement placement and reaching audiences across a range of mediums including internet, print media, radio, outdoor and TV. The agency considers all methods of advertising to reach the public for each campaign refining recommendations based on target market, message and budget, focused by the Department on providing effective advertising and good value for money.
This agency has recommended radio advertising, including regional radio which communicates to audiences in every county, for the Department's campaigns when appropriate. Most regional radio advertising is purchased by media buying agencies via packages combining a number of different stations spanning various regional areas. Community radio stations aren't generally commercially licensed therefore advertising on these stations isn't usually available within these agency packages. The agency have booked advertising with Raidió na Life for the Department, this station was formerly a non-commercial community radio but went on to secure a commercial license.
The media buying agency reviews and recommends the most appropriate advertising mediums for the target audience and message for each campaign working to provide accessible and effective public communications for the Department.
