Connacht Tribune
Research proves newspapers’ effectiveness in delivering vital Covid-19 public information messages
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
Significant state investment is required to address ‘shocking’ inequalities that leave cancer patients in the West at greater risk of succumbing to the disease.
A meeting of Regional Health Forum West heard that survival rates for breast, lung and colorectal cancers than the national average, and with the most deprived quintile of the population, the West’s residents faced poorer outcomes from a cancer diagnosis.
For breast cancer patients, the five-year survival rate was 80% in the West versus 85% nationally; for lung cancer patients it was 16.7% in the west against a 19.5% national survival rate; and in the West’s colorectal cancer patients, there was a 62.6% survival rate where the national average was 63.1%.
These startling statistics were provided in answer to a question from Ballinasloe-based Cllr Evelyn Parsons (Ind) who said it was yet another reminder that cancer treatment infrastructure in the West was in dire need of improvement.
“The situation is pretty stark. In the Western Regional Health Forum area, we have the highest incidence of deprivation and the highest health inequalities because of that – we have the highest incidences of cancer nationally because of that,” said Cllr Parsons, who is also a general practitioner.
In details provided by CEO of Saolta Health Care Group, which operates Galway’s hospitals, it was stated that a number of factors were impacting on patient outcomes.
Get the full story in this week’s Connacht Tribune, on sale in shops now, or you can download the digital edition from www.connachttribune.ie. You can also download our Connacht Tribune App from Apple’s App Store or get the Android Version from Google Play.
Galway 3-18
Cork 1-10
NEW setting; new opposition; new challenge. It made no difference to the Galway minor hurlers as they chalked up a remarkable sixth consecutive double digits championship victory at Semple Stadium on Saturday.
The final scoreline in Thurles may have been a little harsh on Cork, but there was no doubting Galway’s overall superiority in setting up only a second-ever All-Ireland showdown against Clare at the same venue on Sunday week.
Having claimed an historic Leinster title the previous weekend, Galway took a while to get going against the Rebels and also endured their first period in a match in which they were heavily outscored, but still the boys in maroon roll on.
Beating a decent Cork outfit by 14 points sums up how formidable Galway are. No team has managed to lay a glove on them so far, and though Clare might ask them questions other challengers haven’t, they are going to have to find significant improvement on their semi-final win over 14-man Kilkenny to pull off a final upset.
Galway just aren’t winning their matches; they are overpowering the teams which have stood in their way. Their level of consistency is admirable for young players starting off on the inter-county journey, while the team’s temperament appears to be bombproof, no matter what is thrown at them.
Having romped through Leinster, Galway should have been a bit rattled by being only level (0-4 each) after 20 minutes and being a little fortunate not to have been behind; or when Cork stormed out of the blocks at the start of the second half by hitting 1-4 to just a solitary point in reply, but there was never any trace of panic in their ranks.
For more, read this week’s Connacht Tribune.
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GARDAÍ and the IFA have issued a joint appeal to all road users to take extra care as the silage season gets under way across the country.
Silage harvesting started in many parts of Galway last week – and over the coming month, the sight of tractors and trailers on rural roads will be getting far more frequent.
Inspector Conor Madden, who is in charge of Galway Roads Policing, told the Farming Tribune that a bit of extra care and common-sense from all road users would go a long way towards preventing serious collisions on roads this summer.
“One thing I would ask farmers and contractors to consider is to try and get more experienced drivers working for them.
“Tractors have got faster and bigger – and they are also towing heavy loads of silage – so care and experience are a great help in terms of accident prevention,” Inspector Madden told the Farming Tribune.
He said that tractor drivers should always be aware of traffic building up behind them and to pull in and let these vehicles pass, where it was safe to do so.
“By the same token, other road users should always exercise extra care; drive that bit slower; and ‘pull in’ that bit more, when meeting tractors and heavy machinery.
“We all want to see everyone enjoying a safe summer on our roads – that extra bit of care, and consideration for other roads users can make a huge difference,” said Conor Madden.
He also advised motorists and tractor drivers to be acutely aware of pedestrians and cyclists on the roads during the summer season when more people would be out walking and cycling on the roads.
The IFA has also joined in on the road safety appeal with Galway IFA Farm Family and Social Affairs Chair Teresa Roche asking all road users to exercise that extra bit of care and caution.
“We are renewing our annual appeal for motorists to be on the look out for tractors, trailers and other agricultural machinery exiting from fields and farmyards,” she said.
For more, read this week’s Connacht Tribune.
Connacht Tribune Digital Edition App
Download the Connacht Tribune Digital Edition App to access to Galway’s best-selling newspaper.
Click HERE to download it for iPhone and iPad from Apple’s App Store, or HERE to get the Android Version from Google Play.
Or purchase the Digital Edition for PC, Mac or Laptop from Pagesuite HERE.
Get the Connacht Tribune Live app
The Connacht Tribune Live app is the home of everything that is happening in Galway City and county. It’s completely FREE and features all the latest news, sport and information on what’s on in your area. Click HERE to download it for iPhone and iPad from Apple’s App Store, or HERE to get the Android Version from Google Play.
Families queue up for school’s offer of free house
West has lower cancer survival rates than rest
Galway minors continue to lay waste to all opponents
Gardaí and IFA issue a joint appeal on summer road safety
Marathon Man plans to call a halt – but not before he hits 160 races
