Written answers

Wednesday, 6 November 2019

Department of Children and Youth Affairs

Departmental Advertising Expenditure

Photo of Seán SherlockSeán Sherlock (Cork East, Labour)
Link to this: Individually | In context | Oireachtas source

195. To ask the Minister for Children and Youth Affairs the amount spent on social media platforms in 2019 advertising the national childcare scheme; the platforms they were advertised on; and the spending per platform with demographics targeted. [45695/19]

Photo of Katherine ZapponeKatherine Zappone (Dublin South West, Independent)
Link to this: Individually | In context | Oireachtas source

So far, €32,759.81 (inc. VAT) has been spent on social media posts to raise parental awareness of the National Childcare Scheme and the entitlements it will provide. One third of this spending (€10, 919.93) went to Instagram, and two thirds (€21,839.88) to Facebook.

These posts were targeted towards the 18-40 age bracket as well as the HKWK (House Keepers with Kids) demographic.

Entirely separate to this, Department officials maintain a dedicated National Childcare Scheme Facebook page which the Department uses to publicise the latest news on the Scheme to both providers and parents. Our following and engagement on this platform has been completely organic and all work on it has been internal within the Department, with no payments to external or third party providers.


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