Media Report National Campaign 2012/2013
Last updated: Jan 24, 2012
“It’s in your town, in your college and in your home.” Overview - Objectives and Results At the outset of this campaign, it was our The over arching message of the camobjective to engage college, local and paign was that students and young peonational media more than ever before. ple have been treated poorly by the Government during this recession and that Througn careful messaging, delivered we need to review our priorities as rethrough press releases and proactive en- gards access to third level education. gagement with media outlets, USI’s preBudget campaign received coverage for This message resonated in the public discusover two months and continues to re- sion, as evidenced by The Irish Times ediceive attention as the new year begins. torial entitled ‘Young Ireland’ and the Late Late Show’s interest in dedicating a segThe campaign has been praised by nu- ment to the topic. We begin anew in 2013. merous outlets, including college newspapers that had previously been high- Ronan Costello, ly critical of USI’s tactics and policies. Media and Communications Executive, USI
Statistics for USI ‘Fed Up? Stand Up’ site Toolkit Downloads 135 VideoViews 5,043
Site Behaviour Visits Unique Visits Page views Pages per visit Avg Time on Site Bounce Rate New Visits
8581 6752 19174 2.23 00:01:49 5.77% 75.37%
Site traffic pattern:
Social Media Statistics Facebook ‘likes’ before the ad campaign started: 7,758 (already up from approximately 6,700 since mid-July) Facebook ‘likes’ as of January 24: 9,416 Twitter followers as of January 24: 3,277 Shares of the Stand Up campaign website: 854 Twibbon shares: 202
Major TV Bookings Prime Time, RTE One – August 16 Logue discusses inclusion of assets and savings for consideration in means testing of maintenance grants. Also discusses funding of third level education and student loan schemes. The Frontline, RTE One - September 19 Discussion on what it’s like to be young in Ireland in 2012. Debate focuses on third level funding, fees, grants etc. Featuring USI President John Logue. The Frontline, RTE One - November 12 Discussion on third level funding and specifically the maintenance grant. Significant time given to inclusion of assets and accumulated welath as a factor in means testing for grants. Featuring USI President John Logue. RTE Six One News - November 13 Interview with Bryan Dobson on the SUSI grants crisis and what USI wants to see in Budget 2013. Featuring USI President John Logue. Tonight with Vincent Browne, TV3 - November 13 Panel discussion on the SUSI grants crisis. Featuring USI President John Logue. Ireland AM, TV3 - December 6 Reaction to Budget 2013. Featuring USI President John Logue.
Prime Time, RTE One – January 8 USI President John Logue and CDVEC Chairperson Jacinta Stewart discuss the ongoing SUSI grants crisis. Video report talks about food boxes etc. Tonight with Vincent Browne, TV3 - January 18 Panel discussion on the youth employment and graduate emigration. Featuring USI President John Logue. The Late Late Show - TBC January - February What does it mean to be young in Ireland in 2012? Is there a generational divide between those who grew up during the Celtic Tiger and those will bear the burden of the excesses of that era?
Major Radio Bookings Relevant Ratings Figures Morning Ireland - 446,000 Today with Pat Kenny - 324,000 Drivetime - 238,000 The Last Word with Matt Cooper - 154,000 Today with Pat Kenny, RTE Radio One - September 19 Discussion on the maintenance grant and the inclusion of assets in means testing. Featuring USI President John Logue. Drivetime, RTE Radio One - November 2 USI VP for Academic Affairs and Quality Assurance Cat O’Driscoll discusses delays in payment of maintenance grants. SUSI competency questioned. The Last Word with Matt Cooper, Today FM - November 13 Extended segment on the SUSI grants crisis, with USI President John Logue and FF Education Spokesperson Charlie McConalogue. Today with Pat Kenny, RTE Radio One - November 23 Extended discussion on fee increases and cuts to the maintenance grant. General discussion on third level funding and how the government is treating young people in the recession. Featuring USI President John Logue. Drivetime, RTE Radio One - November 3 A month after the issues was first discussed on Drivetime, USI VP for Academic Affairs and Quality Assurance Cat O’Driscoll returns tp discuss continued delays in payment of maintenance grants. The Last Word with Matt Cooper, Today FM - December 6 Reaction to measures affecting third level education in Budget 2013. Maintenance grant, fee increases etc. Featuring USI Deputy President Kate Acehson and Irish Independent writer Charlie Weston. Morning Ireland, RTE Radio One - December 19 Discussion focusing on the SUSI grants crisis, with mention of the cancelling of a planned sleep out at Dail Eireann. Featuring USI President John Logue.
Continued on page 9
Making a Splash Young Ireland “ As four out of 10 young
‘Young Ireland’ The Irish Times editorial Monday November 26
people are now unemployed, their concerns about the future – their future – need to be heard. ” Editorial, The Irish Times Monday, November 26
Our Newspaper of Record Quotes USI President John Logue when questioning how the Government is treating young people in this recession.
Tabloid Campaigns
We worked with The Star & Irish Daily Mirror to produce articles relevant to students in the lead up to the Budget.
Don’t Destroy Their Futures The Star newspaper begins its campaign to help our cause. Case studies of students who are suffering because of grant delays and who fear €3,000 fees and more grant cuts.
Irish Daily Mirror begins ‘Save Our Students’ Campaign
Page 8 - with column by USI President John Logue
Fed Up? Stand Up. www.usi.ie/standup
The Irish Daily Mirror continues its ‘Save Our Students’ campaign Page 14
USI campaign site: www.usi.ie/standup
The Irish Daily Star and the Irish Daily Mirror both launched campaigns to support our cause. Featured articles included interviews with students, reports on our protests and the Mirror ran a column by USI President John Logue. Tabloid Daily Circulation (ABC, February 2012) Irish Daily Star - 76,560 Irish Daily Mirror - 59,470
Newspapers
Support Students Coverage of the sit-in at Enda Kenny’s constituency office and a feature on Kyne’s Corner, the campaign website of GMIT Students’ Union.
Daily Circulation Broadsheet Opinion Pieces Broadsheet (ABC, February 2012) Irish Independent - 125,986 The Irish Times - 92,565 Shaping Page the 35 Debate of today’s Irish Independent
Go to www.usi.ie/standup for campaign information
Column Inches Above: Opinion piece in the Irish Independent, dated Wednesday, November 14. Left: Diary piece for The Irish Times, announcing the start of the pre-Budget campaign. Tuesday, October 16.
Logue Dáil Arrest November 14
Breaking the News The first tweet from the USI account, announcing John’s arrest. It was retweeted 252 times and favourited by 23 users. The photo was posted on Facebook by a number of Students’ Unions, college newspapers and on the sites of some national newspapers. Student Reaction to Arrest - Positive or Negative? The majority of students viewed the arrest favourably. An unscientific Facebook poll, posted by The University Times, was answered by over 900 students. Over 700 thought Logue was right to protest in the manner he did, with just over 200 disapproving. This result was particularly notable because reaction to USI activities of this sort have generally been perceived negatively by those who follow the UT page. This support was reflected elsewhere, as students tweeted their support and ‘liked’ and shared posts of support from affiliated Students’ Unions. One such post, by UCCSU, received over 900 ‘likes’. Newspaper Coverage of Arrest • ‘Student leader arrested after Dail gallery protest’, The Irish Times article. • ‘Student union leader arrested at Dail protest’, Irish Independent article. • ‘Student leader arrested over Dail protest’, Evening Herald article. • ‘USI President arrested at Dail education vote’, The University Times article. • ‘USI President released following arrest in the Dail,’ TheJournal.ie article. Also made the ‘9 at 9’ roundup of the following morning’s top stories. • ‘USI President arrested as Dail does not vote to freeze student contribution’, The University Observer article. Radio Coverage of Arrest • Highland Radio, Shaun Doherty Show. Discussion with panel of contributors. • Spin 103.8 news report on the arrest.
Continued from page 5 Morning Ireland, RTE Radio One - January 7 USI President John Lgue discusses the SUSI grants crisis and mentions that some Students’ Unions are giving food boxes to students. The Last Word with Matt Cooper, Today FM - January 7 USI President John Lgue discusses the SUSI grants crisis.
National TV News Reports/Discussions RTE One O’Clock News - November 5 Report on the UCC/CIT march to Jerry Buttimer’s constituency office. RTE Six One News - November 5 Report on the UCC/CIT march to Jerry Buttimer’s constituency office. TV3 News, The 5.30 - November 13 Report on SUSI grants crisis, including interview with USI President John Logue. RTE Nine O’Clock News - November 13 Following intense media and political pressure, Minister Quinn offers a formal apology to students dealing with the SUSI grant awards agency. RTE Two, News on Two - November 13 Extended report on Minister Quinn’s apology to students dealing with the SUSI grant awards agency. TV3 News, 11pm - November 13 Minister Quinn offers a formal apology to students dealing with the SUSI grant awards agency. RTE Six One News - November 14 Report on the Galway protest, including interviews with Joe O’Connor, John Madden and Paul Curley. Ireland AM, TV3 - November 14 Extended discussion on the SUSI grants crisis, the Minister’s apology and USI’s stance on the situation. With Brian Mooney. RTE Six One News - November 19 Brief report on the UCD/IADT protest, with mention of it being a part of a series of regional protests. Says that thousands of students have taken part. RTE Nine O’Clock News - November 19 Brief report on the UCD/IADT protest, with mention of it being a part of a series of regional protests. Says that thousands of students have taken part. News on Two, RTE Two - November 19 Brief report on the UCD/IADT protest, with mention of it being a part of a series of regional protests. Says that thousands of students have taken part. RTE News at One - December 20
Following Morning Ireland discussion re persistent SUSI grant delays, TV report on same subject. Featuring remarks by USI President John Logue. RTE Six One News - December 20 Following Morning Ireland discussion re persistent SUSI grant delays, TV report on same subject. Featuring remarks by USI President John Logue. RTE Nine O’Clock News - December 20 Following Morning Ireland discussion re persistent SUSI grant delays, TV report on same subject. Featuring remarks by USI President John Logue. 2FM Colm Hayes Show - January 8 20 minute discussion on the student grants crisis, with reference to food boxes etc.
National Radio News Reports 2FM News, 11pm - November 5 Notice of UCC/CIT march happening later that day. News at Three, RTE Radio One - November 5 A report on the UCC/CIT protest outside the Jerry Buttimer’s constituency office. Drivetime, RTE Radio One - November 5 A report on the UCC/CIT protest outside the Jerry Buttimer’s constituency office. Interviews with students, audio of SU officers’ speeches to crowd. Drivetime, RTE Radio One - November 7 Lengthy report from WIT with interviews of students who are still waiting on their grant applications to be processed and paid by SUSI. Morning Ireland, RTE Radio One - November 8 Interview with Minister for Education Ruairi Quinn on the number of students entering third level education and the difficulties facing many applicants to the SUSI grant awards agency. Drivetime, RTE Radio One - November 19 A report on the UCD/IADT protest outside the Eamon Gilmore’s constituency office. Interviews with students, audio of USI President’s speech to crowd. Featuring interview with USI President John Logue.
Op-Ed Articles - John Logue The Irish Times, ‘Designing a blueprint for battle’ - Tuesday, October 16 A diary of a composite week, in which Logue discusses the Trinity affiliation referendum and the planning for Budget 2013. Fees, grants etc mentioned. The Irish Independent, ‘Students don’t want handouts, just a hand up’ - Wednesday, November 14 Logue discusses the SUSI grants crises and says it is symptomatic of how the government has treated young people in this recession. Discussion of fees and provision of employment opportunities. The University Times, ‘A different kind of campaign’ - Tuesday, October 23 Brief reflection on the Trinity affiliation referendum, followed by extended discussion of the upcoming national campaign and how the regional approach differs from previous years.
National Newspaper Articles The Irish Times • Wednesday, October 31 - ‘Students to protest at local level’. Preview of the campaign, detailing the local focus and including a link to the campaign site. • Monday, November 5 - ‘Students stage Cork protest’ • Tuesday, November 6 - ‘Students ‘can’t buy food or pay rent’. Report on the protest at Jerry Buttimer’s office, with comment from UCC officers. • Friday, November 9 - “Online system for student grants ‘failing abysmally’” • Tuesday, November 13 - “‘Mistakes’ made in new grant system”. Compre • Wednesday, November 14 - ‘Colleges asked to show consideration to students’ • Thursay, November 15 - ‘Students protest over cuts to grants’. Report on the student protest in Galway. • Monday, November 19 - ‘Students protest outside Tánaiste’s office’. Inclduing video package of the protest, with Logue interview and excerpts from his speech. • Tuesday, November 20 - ‘Students in protest at Gilmore’s office’ • Friday, November 30 - ‘Student protest at constituency office of Labour Party TD’ • Tuesday, December 4 - Chatterbox - Reaction to Student Protest in Tralee • Wednesday, December 5 - “Budget ‘unfair’ and ‘regressive’”. Roundup of Budget proposals, including reaction from USI to education cuts. • Wednesday, December 12 - ‘Student protest at Kenny’s office’ • Saturday, December 15 - ‘Almost 60,000 students still waiting to receive grant’ • Monday, January 7 - “Students ‘struggling to afford food’ • Tuesday, January 8 - ‘Students waiting for grants going hungry’ • Tuesday, January 8 - ‘Grant delay causing real hardship’ • Wednesday, January 9 - ‘Student fund given extra allocation’
The Irish Indepedent • • • • • • •
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Wednesday, October 31 - ‘Students on grants face losing out on services’ Monday, November 5 - ‘Student target TDs in protest over college fees’. Cork protest. Tuesday, November 6 - ‘Angry students doorstep TDs over fees’. Cork protest. Saturday, November 17 - ‘Quinn looks at new plan to tax our graduates’ Monday, November 19 - ‘Hundreds of students protest at Tanaiste Eamon Gilmore’s office over cuts and fees’ Thursday, December 6 - ‘Painful lesson for students, colleges as axe falls’. An examination of cuts to the third level sector. Sunday, December 9 - ‘Lost generation will find no hope in Government’s plans’, by Stephen Donnelly TD. Quotes figures from USI and discusses how young people are being treated by this government. Tuesday, December 11 - ‘SVP helping students left waiting on grants’ Wednesday, December 19 - ‘Fees are creeping back up – making it tough for families’. An in-depth discussion on how fees are increasing and how this has made college much more expensive for families. Thursday, December 20 - ‘Students face wait for grants’. Mentions the cancelled sleep out protest. Monday, January 7 - ‘Food boxes for struggling students’ Monday, January 7 - ‘Students’ Union forced to offer free food boxes to 150 students as grants delayed’ Tuesday, January 8 - “‘Hardship for students’ as 15,000 still waiting on grants’ Thursday, January 10 - “Extra 3million ‘not enough’ for student hardship fund” Friday, January 11 - ‘Students get food relief as grant wait goes on’ Saturday, January 19 - ‘Grant chaos as one-third still waiting’ Wednesday, January 23 - ‘Kenny lobbied to get grants fast-tracked’
• Thursday, January 24 - ‘Grant body replies to student’s application...six months later’
The Irish Examiner (To be completed) Thursday, December 6 - ‘Student leader promises escalation in protests’
TheJournal.ie • • • • • • • • • • • • • • • •
Wednesday, October 31 - Article on the launch of the ‘Fed Up? Stand Up’ website. Thursday, November 8 - ‘Some 48,000 student grant applications still to be completed’ Monday, November 12 - ‘IT Tallaght students stage protest against cuts’ Tuesday, November 13 - ‘Committee to probe giant backlog in student grant applications’ Wednesday, November 14 - ‘Students in pre-budget protest against fee increases and grant cuts’. Galway protest. Wednesday, November 14 - ‘Extra staff in place to tackle student grant backlog’ Thursday, November 15 - ‘USI President released following arrest in the Dáil’ Monday, November 19 - ‘Student campaign against cuts to pick up speed’. USI press release. Tuesday, November 20 - ‘SUSI backlog means some student grants delayed until 2013 – Quinn’ Monday, November 27 - ‘Protest: Almost 1,000 Tralee students march to TD’s office’ Wednesday, December 5 - ‘Budget 2013: Government announces 250euro hike in college fees’. Essentially the USI post-Budget press release. Wednesday, December 12 - ‘Six students arrested after sit-in at Taoiseach’s constituency office’ Monday, December 17 - ‘Calls for independent student grant appeals system’ Wednesday, December 19 - ‘Student sleep out cancelled after Gardaí refuse permission’ Monday, January 7 - ‘Strugling students given food boxes 5,500 still wait for grant’ Monday, January 14 - ‘PICS: Students’ Unions hand out food bags as grant crisis continues’
General coverage for the campaign: Monday, October 22 - Newstalk FM discussion on third level funding. Monday, October 22 - Donegal News article on local approach to the national campaign. Interview with John Logue. Wednesday, October 31 - Irish Daily Star article on the effects of fee hikes on the local economy.
Examples of coverage for complementary third party efforts Tuesday, October 30 Enniscorthy Echo carry statement from FF TD John Browne opposing fee increases and grant cuts. Thursday, November 1 Tullamore Tribune carries statement above, but from FF TD Barry Cowen. Thursday, November 8 FF Education Spokesperson Charlie McConalogue discusses the SUSI grant delays on Morning Ireland.
Samples of Local Coverage for Campaign Events (Replicated across all local events) Event: Public Meeting in Dundalk
Print Coverage: • Argus newspaper printed post-meeting press release. Radio Coverage: • iRadio interview with John Logue. • Dundalk FM 100 radio interview scheduled with John Logue for Monday. • LMFM interview at 10.20am, Monday Oct 22, on their morning politics show. • Second LMFM interview on the lunchtime news show. Event: Public Meeting in Sligo Print Coverage: • Article in the Sligo Champion on the meeting. Radio Coverage: • John Logue interview with Ocean FM. • Second Ocean FM interview on cost of fee hikes and grant cuts to local economy. Event: Public Meeting in Limerick Print Coverage: • Article in the Limerick Chronicle. Radio Coverage: • Niamh Kavanagh on Limerick Live 95 morning show. • Niamh Kavanagh on Clare FM. • Kate Acheson lunchtime interview on Spin South West. Event: Public Meeting in Cork Print Coverage: • Large article in the Irish Examiner. • Event notice in the Evening Echo. Radio Coverage: • Interview with John Logue on Red FM (large student audience). • Reporter from C103/96FM attended the meeting and recorded interviews with attendees and UCC sabbatical officers. Event: Sligo Protest Radio Coverage: • Ocean FM interview with Amee Dunne on Thursday, November 1st. • Ocean FM report on Sligo protest. November 6. Event: Cork Protest Print and online coverage: • National newspaper articles cited above. • Evening Echo article on the protest, November Radio Coverage: • Red FM interview with John Logue. Thursday, November 1. • 96 FM included a notice about the Cork protest in their main lunchtime news bulletin. • 96 FM ‘Opinion Line’ discussion about the protest and its aims.