Ms Aine McGuirk:

That needs to run all the time. Safeguarding Ireland has done a massive job - not for a massive sum of money - on getting information out about violence against and abuse of elderly people. It uses the same ads over and over again. It just keeps running them. Something like that becomes almost subliminal, in the same way that we were all convinced to drink Coca-Cola. One does not even see fostering anymore but hears it in the back of one's head somewhere.