Written answers
Tuesday, 8 July 2025
Department of Children, Disability and Equality
Departmental Advertising
Conor McGuinness (Waterford, Sinn Fein)
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723. To ask the Minister for Children, Disability and Equality her expenditure on advertising detailing the objective, duration, media platforms, advertising agency or agencies, and cost of each advertising campaign in each of the years 2015 to 2025. [37025/25]
Norma Foley (Kerry, Fianna Fail)
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I thank the Deputy for his question. Below, in tabular form, is the information requested.
2025
| Campaign | Duration | Total Spend | Objective | Platforms | Agency |
|---|---|---|---|---|---|
| Social Work Recruitment Campaign | April - May | €83,000 | This Campaign is to support various Agencies under the aegis of the Department that employ social care professionals to encourage consideration of social work as a career | Search / Social | Spark Foundry - Media Buy / Javelin Creative |
2024
| Campaign | Duration | Total Spend | Objective | Platforms | Agency |
|---|---|---|---|---|---|
| Supporting Parents | Jan | €39,832 | Promoting Supporting Parents - an initiative that connects parents with local resources | Search / Social / Native Articles | Mindshare - Media Buying |
| National Childcare Scheme | March | €26,895 | Promoting Supports available to parents to assist Childcare fees | Search / Social / Native Articles | Mindshare - Media Buying |
| Accommodation Policy Changes | March - April | €3,582 | An international search campaign informing those considering coming to Ireland to flee the conflict in Ukraine of changes to accommodation policy | Search | Mindshare - Media Buying |
| National Childcare Scheme | April | €1,300 | Promote the National Childcare Scheme | Social | Andrea Roche Agency |
| Mother & Baby Redress Scheme | April - June | €765,757 | An international public awareness campaign (UK, USA) announcing the opening and availability of the Redress Scheme to those impacted and eligible to apply | Press / Search/Radio/Social /VOD / OOH / Digital | Javelin - Creative Mindshare - Media Buying |
| Gender Pay Gap Reporting | April - July | €260,978 | The campaign targeted employers in organisations of over 150 staff, encouraging them to begin the process of reporting on their hourly gender pay gap, in line with the Gender Pay Gap Information Act 2021. | Radio / Press / Social / Native Articles / Digital / Social / Search | Javelin - Creative Mindshare - Media Buying |
| Early Years | October 2023 – to July 2024 | €121,805 | Campaigns include:Childminding regulations and registration | Print, Online media/social media | Drury |
2023
| Campaign | Duration | Total Spend | Message & Goal | Platforms | Agency |
|---|---|---|---|---|---|
| Mother & Baby Homes Memorialisation | Aug - Oct | €33,032 | A public information campaign creating awareness on a consultation process for the creation of a centre of remembrance | Press / Search/Radio/Social | Javelin - Creative Mindshare - Media Buying |
| Mother & Baby Homes | Aug - Dec | €4,555 | A campaign to rank Mother and Baby Homes high on Google to assist in public search | Search | Javelin - Creative Mindshare - Media Buying |
| UNCRPD | Oct/Nov | €1.8m | A public information campaign creating awareness of the rights of persons with disabilities | Social media / Digital Audio / Radio / TV / OOH / Cinema / Search | Javelin - Creative Mindshare - Media Buying |
| Supporting Parents | October | €5,652 | Promoting Supporting Parents - an initiative that connects parents with local resources | Search | Mindshare - Media Buying |
| International Protection Procurement Information Campaigns | Jan/Feb July/Aug Oct | €26,335 | Expression of Interest and Procurement notices to inform stakeholders and potential Agency of upcoming tenders | Print media | Javelin - Creative Mindshare - Media Buying |
2022
| Campaign | Duration | Total Spend | Objective | Platforms | Agency |
|---|---|---|---|---|---|
| Back to School | Jan | €48,149 | A public information campaign creating awareness on supports available to parents with children going back to school after the Xmas Holidays | Radio / Social / Digital | Kick - Creative Mindshare - Media Buying |
| Tender Publication | Jan - Feb | €14,683 | Public Notice highlighting a tender opportunity to potential Agency | Print media | Javelin - Creative Mindshare - Media Buying |
| Gender Pay Gap | May - Dec | €266,271 | A public information campaign creating awareness on organisations obligations under the Employment Equality Act 1998 - Regulations 2022 | Social media / Digital / Radio / Search | Kick - Creative Mindshare - Media Buying |
| Expression of Interest | July - Aug | €31,111 | Public Notice in relation to Ukraine Response | Print media | Kick - Creative Mindshare - Media Buying |
| Tender - International Protection | July - Aug | €21,240 | Public Notice highlighting a tender opportunity to potential Agency to IPAS | Print media | Kick - Creative Mindshare - Media Buying |
| National Childcare Scheme | Aug - Dec | €32,195 | A public information campaign creating awareness of and encouraging sign ups to the NCS | Vod / Search / Social | Kick - Creative Mindshare - Media Buying |
| Early Years | Oct - Dec | €27,398 | A public information campaign creating awareness of the Early Years Initiative | Search / Social | Kick - Creative Mindshare - Media Buying |
| Modular Housing - Cork / Tipperary / Sligo | Oct | €7,953 | Public Notice highlighting Modular Housing Projects | Regional print media | Javelin - Creative Mindshare - Media Buying |
| International Protection Procurement Information Campaigns | Jan/Feb July/Aug Oct | €16,450 | Expression of Interest and Procurement notices to inform stakeholders and potential Agency of upcoming tenders | Print media | Javelin - Creative Mindshare - Media Buying |
2021
| Campaign | Duration | Total Spend | Objective | Platforms | Agency |
|---|---|---|---|---|---|
| Mother and Baby Institutions Redress Scheme | May-Jul | €158,946 | Public Notice inviting submissions to the mother and Baby Institutions Redress Scheme Consultation Process | Print Media | Kick - Creative Mindshare - Media Buying |
*Pre-2020 data not readily accessible
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