Thanking you all...
Thanking you all...

Helen O’Rourke, Deputy MD, Spark Foundry and Deirdre Waldron, CEO, TBWA Dublin on the work they, and other agencies, are doing for the HSE.

“As HSE’s media agency, the campaign around Coronavirus has been a real focus for the past number of weeks. At a time when so many Irish people are probably feeling a little helpless about what they can do, the team in Spark Foundry feel really proud that we can have some small involvement in helping combat this disease. Events and campaigns like this don’t come around very often, sometimes once in a career. We are putting everything we possibly can into making it a success. Our regular day to day ways of working have gone out the window slightly – it’s crucial that the HSE Communications team can contact us at any time, as messaging and our plans can change daily. Whatsapp and Slack have helped us keep track of everything and reach each other very quickly.

Spark, Core and the HSE have been overwhelmed with the incredible response we’ve received from Irish media owners. From producing copy, to out of hours calls/mails and texts to giving us incredible discounts or indeed, completely free inventory. I certainly haven’t experienced anything like it in my career.

RTE produced a TV ad for the HSE and TG4 translated it into Irish, all over the space of a weekend! Not easy at the best of time but this was when offices were first closing, and we were all navigating working remotely. We’ll happily take any offers of free space and would ask media owners to get in touch with Spark if they would like to contribute anything, no matter how small.

Clients within Core and without have stepped up as well, offering the production of TV, radio and social ads and their advertising space. This is incredibly generous at a time of uncertainty for so many businesses. It’s led to Spark working with other media agencies, sharing plans and information and collaborating for a common cause.

This campaign has made me incredibly proud to work in this industry. Seeing how we’ve come together to make this work leaves me in no doubt that we can survive the tough months ahead and thrive again.” Helen O’Rourke, Deputy MD, Spark Foundry

TBWA\Dublin launches the next phase of the HSE COVID-19 campaign
TBWA\Dublin launches the next phase of the HSE COVID-19 campaign

Creative agencies have played a massive part as well. TBWA\Dublin are the lead creative agency and they are working very closely with Spark Foundry on all aspects of the campaign.

There’s no avoiding news reports about COVID-19 or coronavirus and TBWA\Dublin’s vast campaign includes a changing suite of radio, TV and AV, out of home, digital and print messages. The most recent element to go live is a new 30 second TVC to raise awareness of the signs we all need to know.


Time was of the essence in completing the video, while also ensuring the visuals and script could land the message effectively. Together with Piranha Bar and Raygun, the animation and audio elements were turned around in just a week, with all the work completed remotely.

"We're very proud of how the agency has adapted to working from home overnight and especially on these quick turnaround COVID-19 projects. Not only can we play our part as a people by staying at home for the good of the wider community, we're also extremely humbled to be able to have a positive impact during these challenging times for our client the HSE", says Deirdre Waldron, CEO, TBWA Dublin

Be on Call for Ireland
Be on Call for Ireland

As well as the main public health advice campaign, the HSE also had to switch on a recruitment drive for additional medical and admin staff to support frontline workers. The Be On Call for Irelandconcept was supported by BBDO Dublin, was turned around in a day, and has resulted in a staggering 60,000 registrations.

Fidelma Browne from HSE Communications expressed thanks to all who have contributed: "TBWA and Spark Foundry have worked on the central public health advice campaign for the HSE and the Dept of Health since the outset of the COVID-19 crisis. Our marketing communications are aligned with the central public health brand and messages from the Dept of Health and the HSE, and aim to give clear, accessible and helpful message to everyone.

‘Ireland's response to this pandemic is communal and connected, and we're hugely appreciative of the support from the agency teams, media owners and suppliers for excellent work, under huge time pressure. We are also very grateful for the gifted media space from agency and clientside alike, and finally for the massive support from organisations who have donated their marketing teams’ time, and agency resources, to help us work on solutions to some of our communications challenges.

Charley Stoney, CEO of IAPI believes “there is little doubt that the commercial creativity industry can have a hugely positive impact on our society as a whole and that we should all be very proud of our efforts to date. I know there’s more to come. THANK YOU.”