Written answers

Wednesday, 16 December 2020

Department of Employment Affairs and Social Protection

Departmental Budgets

Photo of Seán SherlockSeán Sherlock (Cork East, Labour)
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228. To ask the Minister for Employment Affairs and Social Protection the current budgets in her Department for social media advertising for 2021; and the campaigns behind each budget line in tabular form. [44029/20]

Photo of Heather HumphreysHeather Humphreys (Cavan-Monaghan, Fine Gael)
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My Department administers over 80 separate schemes and services, which affect the lives of almost every person in the State. These include everything from Carer's allowance, to Maternity benefit, to Jobseekers Allowance to State Pensions and Back to Work Enterprise Allowance. The Department is committed to ensuring that members of the public are fully aware of the social welfare supports and services that are available to them.

All public information campaigns from DSP are developed to offer clear messages to the public while ensuring value for money for the taxpayer. The Department works with a media buying agency, appointed under an OGP procurement process in order to plan and buy advertising effectively, including social media advertising. Expenditure on social media platforms is made where it is appropriate for the campaign message and target audience, and it can provide a highly cost-effective method of advertising.

While some media campaigns for 2021 are in early stage creative planning, no media buying planning for 2021 has been undertaken to date and hence the allocation of budget to social media advertising by campaign is not available. As such, it is not possible to supply a figure for projected social media advertising spend in 2021.

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