The Government is spending €2.75m to promote the Mother and Baby Homes redress scheme in countries that have a significant Irish diaspora.
The five-year campaign involves print, radio, billboard, and online advertisements running in Ireland, Britain, the United States, Canada, and Australia.
The first two phases of the campaign have been completed as of December 2024 and the spend to date is €1.8m.
Just over €60,000 was spent running print advertisements in the US including publications such as the New York Times, Boston Irish magazine and the Irish Echo.
Almost €16,000 was spent on online promoted posts in Australia, while Canada saw over €26,000 spent on press including the Toronto Sun, Toronto Star, Montreal Gazette and the Vancouver Sun.
The second phase which ran over three months to the end of 2024 saw a particular focus on improving the reach to potential applicants in Britain.
There have been visits to meet British groups that are supporting applicants living there and there were posters advertising information on all London bus routes and tube lines.
The Government has reported very positive engagement between the Department of Children and the Department of Work and Pensions in Britain in terms of the treatment of awards from the scheme in means tests for benefits in Britain.
Earlier this month, British Labour MP Liam Conlon moved 'Philomena's Law', named after survivor and campaigner Philomena Lee, which would protect thousands of women living in Britain from losing access to benefits if they accept the compensation.
In Ireland, the campaign has featured on national, regional and local radio stations; 70 inserts across national, regional and local newspapers; online advertising and a poster campaign in post offices, community centres, and libraries.
A deliberate approach was taken to utilise both traditional and social media in order to ensure the widest range of people would be reached.
The online campaign consisted of targeted social media ads as well as ads on websites that target the Irish diaspora and a paid search campaign.
The search campaign ran across all markets and reached those who searched for specific terms related to the payment scheme.
From previous redress schemes, it is known that significant number of applications are made near to their closing dates so it is hoped this campaign will encourage people to apply earlier.
The payment scheme opened to applicants on 20 March 2024 and over 6,300 applications have been received to date with over 4,200 payments have either been processed, completed or in the process of being made.
Over 80% of applicants have received notices containing an offer of benefits under the scheme with the value of payments so far at almost €64m.
There are three benefits available under the scheme: a general payment, a work-related payment, and health supports.
So far, almost 2,250 applicants have qualified for the health benefits.
It is estimated a total of 34,000 survivors are eligible for the biggest redress scheme in the State's history with payments ranging from €5,000 to €125,000.