Tháinig Gaeilge ar OOH i linn an tréimhse seo
Gaeilge agus fáilte! The Outdoor landscape has been peppered with a very Irish flavour in recent weeks as Irish language variants have been popping up across Out of Home formats ar fud na tíre.
This comes as the Official Languages Act begins to affect annals of public body advertising. Introduced towards the end of 2022, the act’s implications meant 20% of annual media investment must be done so as Gaeilge to promote Irish language use and visibility across the country.
Last year, a poll conducted by Ireland Thinks/The Good Information Project showed almost two-thirds of people (65%) would like to see most people using Irish on a daily basis. This figure was backed up by 63% of people who would like to hear more Irish used in daily life, with just 14% saying they would not want to hear more Irish.
More so, the poll also showed a clear desire for more prominent usage in the day-to-day lives for the younger audience: 75% of 18-24 year-olds feel Irish language use is either ‘important’ or ‘very important’ to their national identity compared to 53% of 55-64 year olds, while 27% self-reported fluency in the language.
Out of Home as a medium is perfectly suited to deliver the Irish language to audiences where they Live, Work, and Play. In the most recent Kantar ROI TGI survey 64% of Irish adults recall seeing at least one form of OOH advertising in the past week, rising to 69% of Dubliners, 75% of 16-24s and 67% of ABs. High impact formats showing off the written word are unmissable, and high dwell-time formats allow for audiences to both take in and understand the message being advertised.
Here are some campaigns delivering their ‘cúpla focail’ this cycle.
Planned by PML and Spark Foundry, the Eastern Midlands Regional Waste Management Protection Organisation have gone with a tandem Gaeilge agus Beárla approach to getting their message out – butts belong in the bins. Displaying across Adbox, Purchase Point, Bus Shelters, and SuperValu Screens around the country, the Irish flavoured copy even comes with its own social tag #CoinnighÉireGlan, encouraging the smokers among us to cuir sa bhuscar é nuair a críochníonn tú an tobac.
Dublin City Council are keen to make sure your vote will count when it matters – especially for those about to turn 18, who can now pre-register via the new portal launched by Dublin’s 4 local authorities.
Planned by Core and PML, tá leagan Gaeilge á tháispeáint ar 48 Sheets, Metro Squares, Bus Shelters, Adshel Live Retail, Digishelters, dPods, agus iVisions.
Department of Foreign Affairs
Source out of home and PHD are behind the Department of Foreign Affair’s latest campaign targeting prospective workers who may be interested in European Policy. Running across a variety of high indexing formats for graduates and young workers, the copy featured the EU buildings towering behind a new starter atá réidh chun oibre.
Ná lig don fhiachas brú a chur ort – don’t let debt weigh you down, is the core message coming from the Insolvency service of Ireland. Planned by PML and Carat, the ISI have been on Outdoor continuously since the beginning of the year making it their mission to help those struggling with personal debt. Anois, tá an feachtas á thaispeáint ar Luas columns, Bus Supersides, Bus Shelters agus ar Commuter Points.
Continuing their ‘movie poster’ series of creatives, eFlow’s latest creative has fully embraced the cúpla focail ‘starring’ Seán Carr and Bríd Tollan (second names translating to ‘Car Tunnel’) in their latest production ‘Go n-Éirí an Bóthar’. Planned by Zenith and Source out of home, the campaign has been live this cycle across high impact, high dwell-time formats including Digitowers, Adshel, Bus Shelters, Dart CCs, Certa Screens, and Bus Supersides.
Mary Ward was the first person to be killed in a road accident, in 1869. Did you know she was from Ireland?
To launch their Vision Zero campaign – where the aim is to have no road deaths or serious injuries on Irish roads by 2050 – the RSA are running on Outdoor as Beárla agus Gaeilge to drive the message home across the entire country. Planned by PML and Spark Foundry, the creative from In the Company of Huskies is live across Metro Squares, Bus Shelters, and the Applegreen Pump Network targeting road vehicle users.