Newspapers were highly effective in delivering complex Covid-19 public health messages

Newspapers and TV came out as the most trustworthy medium for delivering Covid-19 public information

77% of readers recalled the full-page public health advertisements. Other public awareness campaigns would normally expect a recall figure of around 49%.

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.