Digital posters

The IPU’s Common Conditions Service (CCS) media campaign launched on 9 February, beginning with a striking Out of Home (OOH) digital poster placed in 52 iVision sites nationwide. Located in high-traffic shopping centres in Dublin, Cork, Limerick, Donegal, Galway, Louth, Laois and Kilkenny, the campaign was expected to reach 2.9 million people during its run. The OOH activity ran until 23 February.  

Radio

From 16 February to 2 March, the campaign expanded with national and regional radio coverage. Ads aired across three national stations, including RTÉ Radio, Newstalk and Today FM, as well as a suite of regional stations including 98FM, Spin1038, Spin South West, iRadio, Beat, Classic Hits and Red FM — giving 2.1 million people an opportunity to hear the message. Digital audio was used to extend reach even further, delivering 105,000 impressions and a reach of 42,000.  

Social media

Social media also played a pivotal role, running for seven weeks from 16 February to 2 April. Both Meta and TikTok platforms targeted consumers, delivering a planned 733,000 impressions, with a combination of both video and static formats to reinforce the message. All the social media assets are being repurposed to activate the campaign on the IPU social platforms (paid and organic posts), to ensure maximum visibility.

Strategy

The objective of the campaign was to create awareness amongst the target group of adults over 18. The IPU campaign timing was planned to complement the Department of Health’s CCS initiative by extending the messaging to consumers, with the Department introducing the legal changes and the IPU focused on highlighting the availability of the services in pharmacies.

Sharing materials

All the creative assets — radio, social graphics and videos — are available to download from the IPU website and can be shared by pharmacies across their own social media platforms. A dedicated pharmacy poster outlining the eight treatable conditions has also been developed, with versions available depending on the number of pharmacists on-site.

Website

A consumer-facing website, CommonConditions.ie, further supports the campaign by educating the public on the new service and linking to the list of participating pharmacies. This site acts as the central call-to-action across all the CCS materials. The page can be viewed on the public side of the IPU website. The full suite of campaign creative was developed by the IPU’s new advertising agency, Bonfire and the media plan was created by Media 365 to ensure maximum impact across visual (OOH), online and audio channels.