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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

Galway Real Estate have attractive site for sale on the Aran Islands

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Oghill, Inishmore, Aran Islands.

Galway Real Estate have an attractive site/property for sale at Oghill, Inishmore, Aran Islands.

The site is approximately c.150 square metres. (c.1600 sq. ft.) on c.1 acre with planning permission to convert to a dwelling house and fit a new waste water treatment system. Planning Ref: 17/1284. There are two years  left on planning. The planning is for a proposed 4 bedrooms, kitchen, dining/room, laundry/room, bathroom. This is a wonderful opportunity to get a property ready to go. Offers in excess of €125,000 considered.

Full details from Paddy Flynn 0872557618 or Galway Real Estate on 091565488 or email: info@galwayrealestate.ie

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Connacht Tribune

Aran to welcome Ireland’s largest domestic passenger ferry

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Saoirse na Farraige

The largest domestic passenger ferry in the country is making its journey from the Far East to the Far West – ready to commence service from Galway to the three Aran Islands.

The 40-metre ‘Saoirse na Farraige’ represents a massive investment – and vote of confidence – in island tourism on the part of the owners, Aran Island Ferries.

Commissioned in January 2019, this sixth member of their fleet has a capacity of 400 – and it is expected to arrive in Galway Bay from Hong Kong in October.

The vessel departed Hong Kong last week, embarking on a 2,500 mile journey to Galway Bay – inside the hold of a heavy lift ship called Svenja’”.

Saoirse na Farraige has at least three more stops to make before arriving in Galway Bay at the end of October – and it won’t not enter service until next spring.

Aran Island Ferries Sales and Marketing Manager, Aine McLoughlin, said that they were looking forward to seeing visitors enjoy their journey to the Aran Islands, enjoying the increased capacity, accessibility, and safety features.

“We are really looking forward to officially launching ‘Saoirse na Farraige’ next year and seeing visitors enjoy their journey to the Aran Islands on board our new ferry,” she said.

Saoirse na Farraige will serve all three islands from Rossaveel – with a journey time of 40 minutes to Inis Mór, 50 minutes to Inis Meáin, and 55 minutes to Inis Oírr.

Read the full story in this week’s Connacht Tribune, on sale in now – or download our digital edition at www.connachttribune.ie

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Connacht Tribune

Emergency Department upgrade will happen at UHG – but it’s complicated

Denise McNamara

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The current ED at UHG.

Revamping the emergency department at UHG will involve three separate projects – leading to the hospital’s chief describing the process as ‘very complex’.

City Councillor John Connolly (FF) said the people of Galway were concerned that the new emergency department – like the ring road – would never happen, as it appeared to be so bound up in red tape.

Joe Hoare, assistant national director of estates in HSE West, told the Regional Health Forum West meeting that that outpatients department adjacent to the emergency department was being redeveloped to create more capacity for streaming Covid patients from non-Covid patients for the winter.

The outpatients department would be relocated to the Merlin Park campus. The design for this building would be completed within ten months with construction expected to begin in by last 2021 at the earliest.

An interim emergency department was the next priority so that the current building could be knocked to make way for the new state-of-the-art building, creating a new maternity department and paediatrics unit.

Since the budget for the new children’s hospital had blown out of all proportion, the rules over public projects over €100 million had changed and the Saolta hospital group had to ensure its business case for the massive project was ‘watertight’.

Mr Hoare said all three projects were moving in parallel, including the enabling works for the main build, which would take around 18 months to complete.

He described the project as Saolta’s ‘absolute top priority and was regarded as such by the national HSE organisation.

Head of Saolta, Tony Canavan, said the project was ‘big and very complex’ and required management to remain ‘very focused over a long time’.

Read the full story in this week’s Connacht Tribune, on sale in now – or download our digital edition at www.connachttribune.ie

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