March 2025 Campaign

Etch Communications supported Depaul Ireland in managing messaging and overseeing media relations for the launch of their Mental Health Report that aimed to create public awareness, drive advocacy and engage stakeholders. 

Background

“Breaking the Cycle” – A report by Depaul and Mental Health Reform revealed the growing correlation between homelessness and mental health issues, highlighting the clear need for systematic reforms. While 1 in 5 people in Ireland experience mental health issues, the situation is far worse for those who are homeless. The report revealed that 1 in 2 Depaul service users are struggling with depression, anxiety, and suicidal thoughts. 

Furthermore, the report made several key recommendations and policy proposals based on these findings to improve the intersection between homelessness and mental health issues.

Our response

Working closely with Depaul Ireland, Etch Communications delivered an impactful media relations campaign through strong messaging and engaging storytelling. Media opportunities were secured across national and regional broadcast for Depaul CEO, David Carroll, Depaul Spokesperson, Dermot Murphy, as well as a Depaul Homeless Health Peer Advocate with a lived experience of homelessness.

Broadcast media highlights included television features on RTÉ One’s News at 6.01 and News at One, national radio interviews on RTÉ Radio One’s Morning Ireland and Newstalk news bulletins, which also ran across 50 regional and national stations, significantly amplifying the campaign’s reach. 

Print coverage appeared in leading national titles, including The Irish Independent, The Herald, and The Irish Daily Star and key online placements featured on Independent.ie, Irishtimes.com, and Breakingnews.ie.

The results

The campaign generated 79 pieces of coverage and 19,449,668 opportunities for the public to engage with the campaign’s core messages. 

Coverage was achieved across 81 outlets.

Print (4) 

Broadcast (57)

Online (18) 

Outcome

The launch of the report exceeded all predicted KPIs and achieved its aim of raising awareness of the report’s findings. Beyond media engagement, the campaign made a meaningful contribution to policy discussions, contributing to the national dialogue on the need for integrated care approaches and the implementation of the Mental Health Bill 2024. Furthermore, the campaign enhanced Depaul’s credibility as a thought leader and positioned it as a key voice in future policy development.

Main Image Credit: Andrew Conan