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Connacht Tribune

Research proves newspapers’ effectiveness in delivering vital Covid-19 public information messages

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New research has shown that newspapers play a highly effective role in delivering timely and complex Covid-19 public awareness messages to the public.

Since the onset of the coronavirus pandemic in March 2020, the Irish government have been communicating Covid-19 public health and information messages via full-page advertisements in Ireland’s national and local newspapers.

Independent research conducted by international research company, Research and Analysis of Media (RAM), has shown that these advertisements outperformed all other similar ads in achieving above average recall, recognition, engagement, and action. The online survey was completed by an independent panel of 750 respondents.

77% of readers recalled the full-page public health advertisements. This particular campaign outperformed other public awareness campaigns in the UK & Ireland, which would normally expect a recall figure of around 49%.

According to Dianne Newman, CEO RAM (UK & Ireland) – “This research clearly demonstrates the power and effectiveness of Irish newsbrands in delivering complex messages, that can be challenging to portray through other media channels. It was effective not only in terms of creating strong memory traces amongst the Irish population, but also encouraging them to respond and take action.

Complex Information

The nature of the information communicated in the government advertisements was highly complex but the newspapers’ full-page platform allowed the vitally important messages to be communicated clearly and concisely. When asked to rate which medium was best suited to delivering this type of complex message, respondents placed newspapers first, ahead of TV, Radio, Social Media, and Outdoor. In addition, 65% of respondents felt fully informed of the situation as a result of these ads

Depth and Retention of Reading

  • 85% of respondents said they would remember between half and all of the advertisement’s content (65% would remember all of the contents)
  • 66% of respondents said that that read all/almost all of the ad’s contents, with a further 17% reading around half of the complex campaign message.
  • 67% of respondents said they would refer back to the contents of the advertisement at a later stage
  • Despite misconceptions that younger people no longer engage with traditional printed media, the research confirms that young people respond positively to messages in print with 78% of 15 – 34 year olds having read all/almost all of this complex message compared to 66% in the adult population.
  • Furthermore over 80% of this youth market will refer back to the advertisement at a later date – far higher than the 67% in the adult population.

Level of Trust in Each Media delivering Covid-19 messages

  • Newspapers and TV came out as the most trustworthy medium for delivering Covid-19 public information, followed by Radio, Outdoor, Direct Mail, Websites, Cinema, Magazines, and Social Media. Quality newspaper media environments ensure a quality of content and context which is beneficial to the advertiser – this  increases reader’s retention, recall, engagement and the emotional intensity of the message (Source: Newsworks/Association for Online Publishing)

The research was commissioned in July 2020 by NewsBrands Ireland, the representative body for Ireland’s national news publishers, who produce sixteen printed newspapers and twelve news websites and mobile apps.

According to Ann Marie Lenihan, CEO of NewsBrands Ireland, “At a time when citizens need access to accurate, reliable, fact-checked information about coronavirus, they continue to look to news publishers and information produced by professional journalists for that information.  That editorial environment provides an excellent backdrop to important public health advertising messages and this research proves its effectiveness.”

 

Research proves newspapers’ effectiveness in delivering vital Covid-19 public information messages

Connacht Tribune

Paedophile for sentencing after arrest in Ceannt Station

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A man will be sentenced in December for arranging to meet a child at Ceannt Station for the purpose of sexual assault.

In the meantime, Michael Sheridan, from Cormeelick South, Milltown, must not attempt to use the internet or any other means of communication to contact any child, as set down in conditions attached to his bail.

The 63-year-old pleaded guilty before Galway Circuit Criminal Court last Friday week to attempting to communicate with a child by means of information and communication technology within the State, for the purposes of facilitating the sexual exploitation of the child on dates between March 20 and May 26, 2018, contrary to Common Law and Section 8 of the Criminal Justice (Sexual Offences) Act 2017.

He also pleaded guilty to attempting to meet the child on May 27, 2018, at Ceannt Railway Station in Eyre Square, having communicated by any means with the child, and did so on at least a previous occasion, and did so for the purpose of doing something that would constitute the sexual exploitation of the child, namely sexual assault of the child, contrary to Common Law.  The sex of the child referred to in the charges was not revealed in court.

In reply to Judge Rory McCabe, prosecuting barrister, Geri Silke said there was no need to order a victim impact statement prior to sentence taking place as there was no victim ‘in the real sense’ in the case.

By consent with Bernard Madden SC, defending, sentence was adjourned to December 15 next, when the prosecution will outline the facts in the case against Sheridan.

His free legal aid certificate was extended to cover the cost of a medical report for mitigation purposes.

Judge McCabe also directed the preparation of a probation report at Mr Madden’s request and remanded Sheridan on continuing bail with the existing conditions attached to appear back before the court in December for sentence.

Bail was initially granted in the District Court on condition Sheridan surrender his passport and not apply for a new one or any other travel documents; sign on twice a week at Tuam Garda Station; provide a mobile phone number to Gardai and answer his phone to Gardaí at all times; undertake to the court not to make any contact with any child by any means, to include social media; and not to access the internet at any stage pending completion of the case.

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Connacht Tribune

Final outing for Your County, Your Colours – to honour an old colleague

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It was a simple idea well executed – to deliver 32 GAA county jerseys to frontline workers in a hospital or care home in thanks for their dedication during Covid – but before the dust settled on Your County, Your Colours, there was one final and very special delivery to be made.

It is now nine years since a completely unprovoked attack left Tuam man Shane Grogan with life-changing injuries that mean he still requires round-the-clock medical care today.

Before that vicious assault, Shane was a popular member of staff with Merit Medical – who just happened to be the sponsors of the Your County, Your Colours project, dreamt up by Galway Bay FM commentator and former Galway footballer, Tommy Devane.

The team at Merit had one final request – to deliver a special, framed Galway jersey to Shane and the staff at Greenpark Nursing Home, where Shane has lived for some time.

Karen Smyth, Communications Leader with Merit Medical, said that the staff at Merit Medical had never forgotten Shane.

“We see Your County, Your Colours as a wonderful opportunity to acknowledge and celebrate the hard work of the frontline workers in Greenpark,” she said.

“This is just a small token of appreciation of their efforts; they do an amazing job – not just during the pandemic but every day,” she added.

Shane’s dad Joe relayed his thanks to Merit Medical for this presentation – with a special word to the Accounts Department, where Shane worked prior to his accident.

“They have always kept Shane foremost in their thoughts and hopefully, the visits will start again soon!” he said.

The original idea, as envisaged by Tommy Devane, was to honour the tireless efforts of frontline workers across the country during the pandemic.

So he has asked all 32 counties to supply one county jersey accompanied by a short message of thanks. The jersey along with their message was then framed and sent to the hospital or care setting of the county’s choice.

Greenpark Nursing Home Director of Nursing Brian McNamara thanked Merit Medical and Tommy Devane for what he called this wonderful gift.

“We are honoured to have been thought of in this manner and it is our privilege to look after Merit’s colleague Shane Grogan,” he said.

“In our caring for Shane, there will always be a special bond between Merit Medical and Greenpark Nursing Home,” he added.

(Photo: Shane Grogan (centre) with his parents Joe and Joan behind him, accepting his signed Galway jersey, joined by (from left) the McNamara family – Jane, Cora, Director of Nursing Brian and Ian – of Greenpark Nursing Home; Shane’s physical therapist Johnathan Gibson, Merit Medical’s Karen Smyth and Mark Butler, and Tommy Devane, organiser of Your County, Your Colours).

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Connacht Tribune

Teacher has sights set on passing ultimate Ironman test

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It’s certainly not for the faint-hearted and it pretty much eats up all of your spare time – but for Claregalway schoolteacher, Rachel Farrell, the Ironman 70.3 world championship test in September is something she just cannot wait for.

Rachel (28) has always been bitten by the sports and fitness bug, being a competitive swimmer and badminton player from her school days, but now she is concentrating on what’s called the Ironman 70.3.

The 70.3 part of the title refers to the total distance in miles that competitors will cover between the swim, cycle and running legs of the event.

It works out at half the distance of the full Ironman Triathlon but that still adds up to one huge challenge for those brave enough to take it on.

The first part of the endurance test is a 1.9-kilometre (1.2 miles) swim followed by a 90km cycle (56 miles) and then a half-marathon run (21.1km or 13.1 miles).

“I did my first Ironman 70.3 in France in 2019 and the Utah event on September 17 next is actually the 2020 world championships which couldn’t be held last year because of the Covid situation.

“The course in Utah is by all accounts a pretty gruelling one and the conditions there will be tough too, but I’ve prepared well for it and am looking forward to the challenge,” said Rachel.

She will be competing in the 25 to 29 age category and in the France event two years ago, Rachel notched a top 49 finish – the target this time around is for a top-20 finishing slot.

The daughter of Josette and Hugh Farrell, Rachel is currently a secondary schoolteacher in Dubai who is hoping to travel to Utah about a week before the event to help her acclimatise to the heat and desert like conditions of the US state.

Even the journey to get there will be a mission itself with Dubai the starting off point followed by stop-offs at Elay and Las Vegas.

Rachel is pretty much committed to an all-year round preparation programme based on a four-week rota system – three weeks of intense training followed by one week of scaled down activity.

“When I was in Oman back in 2018 and the event was held there it just caught my interest. I put in on my bucket list and really enjoyed the one in France in 2019.

“I’m not sure whether I’ll keep doing them or not – I might just concentrate on swimming or cycling events into the future – but for the moment, Utah is the goal and I’m really looking forward to it,” said Rachel.

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