CCPC State Advertising
Public awareness advertising and information campaigns are an important part of the CCPC’s work. We are committed to ensuring that our advertising buying decisions are transparent, objective, proportionate and non-discriminatory, and adhere to EU and national procurement rules, regulations and guidelines.
This is also in keeping with our obligations under Article 25 of the European Media Freedom Act (EMFA). The EMFA is an EU regulation which seeks to protect media freedom and plurality.
The CCPC has the following procedures in place to support this:
- Advertising campaigns are planned based on a strategic brief. This brief identifies the communication goals for the campaign and the audiences we want to reach.
- All advertising campaigns are developed in collaboration with a specialist agency. This agency was appointed following a procurement process for Media Strategy, Planning and Buying Services, using a central framework established by the Office of Government Procurement and in accordance with public procurement and EU procurement guidelines.
- We work with this agency to ensure that the campaign uses a suitable mix of advertising channels and spend to ensure that message reach citizens effectively, while ensuring value for money.
- Key performance indicators (KPIs) are set for each campaign based on the campaign’s goals and objectives. We report against these KPIs and use insights gained in post-campaign analysis to support future advertising decisions.
In working with our agency to decide on the placement and awarding of State advertising we consider a number of criteria:
- Media consumption data ad ability to reach target audience(s)
- Value for money
- Previous performance of channels based on post-campaign analysis
- Statutory requirements in relation to legal notices
- Statutory requirements in relation to Irish language advertising
- Availability of media, and lead in time for specific campaigns
- Overall budget and resources available
