Written answers
Tuesday, 15 October 2024
Department of Employment Affairs and Social Protection
Departmental Advertising
Catherine Murphy (Kildare North, Social Democrats)
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392. To ask the Minister for Employment Affairs and Social Protection the frequency and duration of the publicity, marketing or advertising campaigns conducted by her Department to date in 2024; the purpose of these campaigns; the cost of these campaigns; and the agencies that conducted these campaigns, in tabular form. [41187/24]
Heather Humphreys (Cavan-Monaghan, Fine Gael)
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My Department administers more than 90 separate schemes and services, which affect the lives of almost every person in the State. The Department is fully committed to ensuring that members of the public are fully aware of the welfare supports and services available, as well as ensuring key changes are communicated to them.
Public information campaigns are an important part of the Department’s work. The frequency and duration of these campaigns will vary from one to the another depending on the range and number of new initiatives or required messaging.
All campaigns are developed and targeted carefully in collaboration with our media buyer, using the best mix of media formats to ensure that the Department's messages reach members of the public effectively, while ensuring value for money.
Details of all completed advertising campaigns that ran to date in 2024 are outlined in the table below. These figures include VAT, ASAI (Advertising Standards Authority of Ireland), and agency fees.
| Name | Purpose | Duration | Total creative costs (incl. VAT) | Total media buying costs (incl. VAT) | Name of media buyer and creative agency |
|---|---|---|---|---|---|
| State Pension Changes – Flexible pension | To inform people that they will still be able to claim their pension when they reach 66, or they can wait and claim it at any point between the ages of 67 and 70. The changes became effective from January 2024. | 01/01/2024 - 15/01/2024 | €247.23 | €126,752.60 | Mediavest Ltd t/a Spark Foundry and Creed Communications Ltd |
| State Pension Changes – Check your Contribution Statement | To encourage people from 35 to 65 to check their contribution records are up to date ahead of claiming the State Pension Contributory. | 01/01/2024 – 31/01/2024 | N/A | €3,946.45 | Mediavest Ltd t/a Spark Foundry and Creed Communications Ltd |
| State Pension - Changes to Carers Contributions | To raise awareness among long-term carers that the Contributory State Pension is changing and inform how they can access the State Pension Contributory when they reach pension age. | 01/01/2024 - 31/01/2024 | €147.60 | €24,062.00 | Mediavest Ltd t/a Spark Foundry and Creed Communications Ltd |
| Work and Skills Fair | To raise awareness of the Work and Skills events taking place in April nationwide and provide employers and jobhunters with information on the range of employment and training opportunities in their area. | 10/04/2024 – 25/04/2024 | N/A | €19,162.10 | MindShare Media Ireland Ltd and Creed Communications Ltd |
| Working Family Payment | To increase awareness of this payment available to employees with children. | 20/05/2024 - 31/08/2024 | €2,182.02 | €196,458.13 | MindShare Media Ireland Ltd and Creed Communications Ltd |
| Household Benefits Package | To increase awareness of the package and promote the availability of online application process. | 19/08/2024-15/09/2024 | N/A | €112,175.58 | MindShare Media Ireland Ltd and Creed Communications Ltd |
The Department has also run a number of recruitment adverts and the total spend for recruitment ads to date in 2024 is €60,687.08 including VAT and fees.
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