Carol Nolan (Laois-Offaly, Independent)
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278. To ask the Minister for Health the total costs incurred by his Department from 2019 to date relating to the placing of advertisements in online/digital media platforms; the names of the online platforms involved, in tabular form; and if he will make a statement on the matter. [23448/24]

Stephen Donnelly (Wicklow, Fianna Fail)
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The amounts outlined in below table were spent on traditional and online advertising over the years 2013-2023 and reconciled spend to date in 2024. This includes Healthy Ireland campaigns, departmental notices, departmental COVID-19 public health guidance and other departmental campaigns.

The overarching aim of Healthy Ireland to bring about a healthier population by supporting people to enjoy the best possible health and wellbeing. It is the Government-led initiative aimed at delivering the Sláintecare objective of preventing ill-health and keeping people well. Since 2018, Healthy Ireland developed a number of citizen engagement campaigns designed to raise public awareness of Healthy Ireland supports under three themes – healthy eating, physical activity and mental wellbeing. Further campaigns were also delivered to raise awareness of the expansion of the Free Contraception Scheme, the expansion of the GP Visit Card scheme, as well as raising awareness of various public consultations and public notices.

The Department's response to the COVID-19 pandemic includes a comprehensive advertising campaign across both traditional and online media channels for the purposes of informing the public and promoting the latest public health guidance. The level of advertising spend varies depending upon the public health requirements at the time.

The table below provides the information requested in this Parliamentary Question.

*Purchased as a package deal from a media buying agency, these are used to purchase display advertising on websites.

The Department of Health engages the services of various agencies for the purposes of advertisement placement and reaching audiences across a range of mediums including online, print media, radio, outdoor and TV. A media buying agency secures advertising space on behalf of the Department. They develop media plans selecting a media mix which will reach as large as group as possible among the target audience and make them aware of the message. Their selection of media is based on the most effective use of budget guided by the reach of media matched to the target audience.