Dr. Orla Healy:

I will comment on the wider evidence base. Everything the programme does is evidence-based. Going back to the previous point, starting with healthcare professionals and working sequentially through them, as we have done, is based on the international evidence. We look to other countries and the types of campaigns they are undertaking. Dr. O'Dwyer will probably comment a bit more on the evidence base. As regards the campaign, we have already looked at the literature. Members will see from the opening statement that the evidence there is quite limited but as I said when we met in the Department, absence of evidence is not evidence of absence of an effect. We have started to look with our communications colleagues at what is in the first instance the most effective and the secondary consideration would be what is most cost-effective. We do not want to waste money on something that is not going to work. The initial indications are that TV campaigns are probably less effective than something like radio or social media but I am not prejudging the outcome of that work. It is work we would be involving the Hughes family in, and the programme will be meeting with Mr. and Mrs Hughes in May. They have already developed some material with the HSE and we will continue that work. If it comes down to something like radio, that can be achieved quite quickly. Other campaigns will take a bit longer. I am not prejudging the outcome but we have committed to it. We are open to it. We will look at the evidence and we will implement best practice.