Sunday 25 September 2016

AdLib: Ireland in the eyes of its mums

Michael Cullen

Published 21/04/2016 | 02:30

Conor McDonald (Wexford) in action against Cian O’Callaghan (Dublin) in the Bord Gais Energy Leinster GAA Hurling Under
21 Championship Final.
Conor McDonald (Wexford) in action against Cian O’Callaghan (Dublin) in the Bord Gais Energy Leinster GAA Hurling Under 21 Championship Final.
RTE presenter Bryan Dobson
Irish Defence Forces campaign ad

Worries about Food cause major stress for Irish mums as they get to grips with providing their families with the best nutrition and balanced diets, the latest Great Irish Reset report by ad agency Ogilvy & Mather shows.

  • Go To

O&M partnered with Eumom in interviewing over 3,000 Irish mums to gauge the cultural trends and tensions which impact most on their lives.

Generally speaking, Irish mums are positive about mental health. They see it as a priority in family life as they want to be 'present in the moment', despite it being fraught with fear. Tensions which Irish mums experience across cultural trends see them turning to mindfulness, while 43pc exercise regularly in a bid to reduce stress.

Ogilvy's senior strategic planner Diarmuid McSweeney says various stats point to Irish mums' concerns and fears but their main anxiety is "being stuck between a rock and a hard place". Mums work hard trying to improve family welfare but in doing so get lost online down "the rabbit hole of health". Yet positive efforts leave them feeling less empowered.

Technology also adds tension to family life. While gadgets can help in making things easier, they also interfere with what should be quality time. Upset grows as people deny the extent to which technology interrupts their routine.

Almost one in two mums believe technology damages the ability to communicate. But only 6pc believe technology harms personal relationships.

The Great Irish Reset study identifies the nation as being more resilient, resourceful and responsible. There's now an emerging belief, or at the very least an acceptance, that Irish people themselves are the ones who can fix the country's problems.

McSweeney says the story behind Ireland's cultural change is one of recalibration - a resetting of values and behaviours. During the recession, brands looked to insights from consumer behaviour. But this intelligence no longer applies as consumers have moved on. Reset pinpoints seven cultural trends: citizen I, authentic living, contracting circle, community rising, control freak, anti-social media and self-care.

The reports set out to help brands get a firm grasp on what's going on in people's everyday lives - highs and lows, stresses, frustrations and the factors influencing behaviour. The insights don't relate to any specific time but provide a big picture on cultural changes occurring over 10 years. For instance, the new study shows 64pc of Irish mums treasure the simple things in life most. The perfect family day out is a picnic in the park or a walk in the woods.

* Bord Gáis Energy is investing over €2m in renewing its sponsorship of the GAA Hurling U-21 All Ireland Championship until the end of the 2020 season. BGE efforts to widen the championship's audience include Man of the Match trophies on TG4's live broadcasts, photos of players 'walking on water' on Glendalough and match statistics shared on social media.

BGE's managing director Dave Kirwan said the new five-year deal is a firm fit for the company's corporate goals as many customers around the country are passionate about hurling.

"We've come a long way since 2009, but we've no intention of standing still," Kirwan said. "Planning is already at an advanced stage for the 2016 championship and all will be revealed at our official championship launch next month," he added.

A new team of brand ambassadors for next season will be announced on May 17. Wexford's Conor McDonald is pictured in action against Dublin's Cian O'Callaghan during last season's U-21 final in Parnell Park.

* A career in the Irish Army is not on some women's radars, so a new ad campaign has been created which strives to try to reverse the trend. With women comprising less than one in 10 members of Ireland's Defence Forces, the aim is to double the percentage of female members to 12pc.

Emer Howard, strategy director at ad agency Rothco, says personal attributes most sought in Army recruits include physical and moral courage, integrity, selflessness, respect and loyalty. The best candidates are usually team players, Howard added. A video with women cadets playing GAA is online, on social media and in cinemas.

* The annual corporate challenge quiz organised by the Business Journalists Association of Ireland (BJAI) to raise funds for Dublin Simon Community will be held at the Radisson Hotel on Golden Lane in Dublin on Thursday, June 2. RTE newsreader Bryan Dobson, pictured, returns as quizmaster and President of the High Court, Mr Justice Peter Kelly, will adjudicate on the night.

The Dublin Airport Authority (DAA), William Fry and eir are this year's sponsors. The Reputations Agency is donating event management and PR services for the fifth year in a row. A corporate table of four costs €1,000. Since the quiz was launched 16 years ago, the event has raised almost €450,000 for Simon. Last year's winner was food group ABP in a tie-breaker with PR agency Wilson Hartnell.

Michael Cullen is editor of Marketing.ie; cullen@marketing.ie

Indo Business

Read More

Promoted articles

Editors Choice

Also in Business