Written answers

Thursday, 20 January 2022

Department of Health

Departmental Contracts

Photo of Mark WardMark Ward (Dublin Mid West, Sinn Fein)
Link to this: Individually | In context | Oireachtas source

276. To ask the Minister for Health the amount his Department pays to sponsor a television programme (details supplied); the length of time the contract is for; the amount paid to date; and if he will make a statement on the matter. [2693/22]

Photo of Stephen DonnellyStephen Donnelly (Wicklow, Fianna Fail)
Link to this: Individually | In context | Oireachtas source

The World Health Organisation states that obesity poses a major risk for serious diet-related noncommunicable diseases, including diabetes, cardiovascular disease, hypertension and stroke, and certain forms of cancer. It’s health consequences range from increased risk of premature death to serious chronic conditions that reduce the overall quality of life.

In Ireland 23% of the adult population are obese with 37% being overweight. In addition, 1 in 5 children are categorised as overweight or obese.

Obesity is a complex and multi-faceted problem, and the Department of Health’s Obesity Policy and Action Plan (OPAP) recognises this and that it needs a multi-pronged solution, with every sector of society playing its part. An important strand of the OPAP relates to communications. Step 4 of the OPAP is to Implement a strategic and sustained communications strategy that empowers individuals, communities and service providers to become obesity aware and equipped to change, with a particular focus on families with children in the early years. Action under this heading has included the funding for the START public health childhood obesity campaign (www.safefood.net/start) and the currently running Healthy Ireland Let’s Get Set campaign (www.gov.ie/letsgetset ), which encourages us all to set a healthy routine

The Healthy Ireland Strategic Action Plan, which is a Government of Ireland initiative, requires us to empower people to better look after their own health and wellbeing, to help prevent ill-health and to keep themselves well. Our goal through Healthy Ireland is to inspire and support behavioural change and to engage citizens in bringing this change about.

Operation Transformation encourages the Irish public to get active and get healthy. Over the course of the 8-week show it gives the nation the tools they need to get moving, eat healthily and improve overall wellbeing.

Healthy Ireland sponsored Operation Transformation in 2021 as part of the Government “Keep Well” resilience campaign and as part of its obligations under Step 4 of the OPAP. Whilst the sponsorship does not confer editorial control it does allow Healthy Ireland work with the producers and recommend or weave in themes and messages on health topics, which are not confined to healthy eating and physical activity.

The Department of Health commissioned an independent quantitative market research exercise to provide some metrics, based on people’s responses in the immediate aftermath of the series. This confirmed, among other findings, that almost three quarters of respondents who watched the show said that they had made one or more positive lifestyle changes as a result of watching the show, including one third who replied that they were eating healthier food. Importantly, the vast majority of those said that they were likely to continue with the health behaviour changes that they had made. Also, with 63% of viewers stating that they have made the changes with their household or family, this demonstrates that the impact is much wider that just the one viewer but rather the entire household.

In 2021, an average of 469,000 viewers watched Operation Transformation each week, and sponsorship of this flagship RTE programme creates an enormous opportunity for Healthy Ireland to promote trusted information and resources on how to enjoy good physical and mental health.

In the current series we have seen the leaders start their journey to adopt healthy habits, under the supervision of a GP, a clinical psychologist, a nutritionist and a personal trainer. Linkages to the HSE’s Quit (smoking) Programme, opening the conversation around grief and menopause are all important messages that are being delivered as part of the series. There has also been a big focus on community, with a piece showcasing the “Men on the Move” programme.

The “Ireland Lights Up” initiative has also returned with the launch being included from Croke Park. At present over 700 GAA clubs have signed up and opened their clubs to allow communities to come together and walk in safe environment. This is particularly important on the dark January nights in rural areas, where there often are not any areas that are lit up to allow for safe exercise for the individuals and the community. Sport Ireland’s Local Sports Partnerships also arranged nationwide walks across the counties that took place on the 16thof January.

The cost of sponsorship of the show are included in the table below.

Year Sponsorship Amount € (exclusive of VAT)
2021 230,000
2022 230,000

The duration of the contract for 2021 was from 6th January to 24th February and in 2022 from 5th January to 23rd February.

Comments

No comments

Log in or join to post a public comment.