Nine champions helped spotlight the Decision Support Service, leading to 22% public awareness within 18 months.
Industries
- State/ Semi State
Services
- Brand Voice ,
- Social Media Strategy ,
- Content Creation ,
- Social Media Management ,
- Digital Advertising ,
- Copywriting
For several years, Idea has been a strategic partner with the Mental Health Commission (MHC) and the Decision Support Service (DSS) by helping to bring complex policy and legislative change to life in ways that empower people across Ireland. From explaining new rights, to raising awareness of support services, our role has been to create campaigns that make people feel informed, included and able to speak up for themselves. This long-term collaboration has seen us deliver national campaigns across TV, Video-on-Demand, National and Regional Press, Radio, Social and Digital, each one rooted in accessibility, clarity and the principle that everyone deserves a voice in decisions about their own lives.
The “Assisted Decision-making (Capacity) (Amendment) Act 2022” came into force on the 13th of February 2023. A mouthful of a legal name that represented long awaited legislation replacing the “Lunacy Regulation (Ireland) Act 1871” which for over 150 years had governed the rights and legal interactions of Citizens of Ireland. And by ‘Citizens’, the Act is truly relevant to all. Which of course leads to its complexity, for example not only those Citizens who may have an Intellectual Disability but relevant to all in that any of us could at times need Decision Support at any time – Acquired Brain Injury, Early-onset Dementia, Motor Neurone, Parkinsons, indeed any condition that affects our capacity to decide.
The Design Challenge
We presented The ‘Talking Heads’ concept – a powerful and symbolic approach that underscores the significant societal shift from a time when individuals were voiceless under the constraints of the outdated “Lunacy Regulation (Ireland) Act 1871” to the present era where they are encouraged and empowered to speak out. This concept aims to draw attention to the recently enacted “Assisted Decision-making (Capacity) (Amendment) Act 2022” and the establishment of the new Decision Support Service.
In essence, it visualises a transformative journey, where individuals who were once marginalised and unable to express their wishes, desires and preferences are now depicted as ‘Champions.’ These Champions represent the collective voice of those who may face capacity issues in their decision-making. They symbolise the newfound ability to articulate their thoughts and choices, breaking free from the historical constraints that once silenced them.
Campaign Launch
Our campaign raises awareness of the Assisted Decision-Making Capacity Amendment Act 2022 and highlights the vital work of the Decision Support Service. By giving these “Champions” a platform, we promote an inclusive framework that respects every person’s right to make their own decisions, regardless of capacity or ability.
Spanning radio, TV, press and social media, the campaign featured interviews and three-minute My Story videos, offering powerful, personal insights that help to deepened public understanding and connection.
Our Champions
Results
7 million potential reach
6.9 million total reach
1.6 million print
3 million online
1.7 million radio
665,000 tv
63% of adults recognise the importance of the DSS
Credits
Our Champions
Paul Alford Helen Rochford-Brennan Florin Nolan Blessing Dada Lydia Peters Justyna Maslanka Padráig Schaler Fionn Angus Margaret Turley
Sign Language Interpreter
Sarah Jane O’Regan
Film Direction
John Gleeson
Production
Courtyard
HTML5 and Social Production
AdGuns
Media
Mindshare
Awards
Shortlisted for the 2024 Awards for Excellence in Public Relations in the category ‘Best Public Information Campaign’
What the client said…
“Working with IDEA on the ‘My Decisions, My Rights’ campaign was a genuinely collaborative and rewarding experience. They took the time to truly understand what the Decision Support Service (DSS) stands for – not just as a new statutory body, but as a promise to every citizen that their voice matters and their choices will be respected.
The campaign IDEA created reflected that understanding beautifully. By placing real people – our ‘Champions’ – at the centre of the story, they gave life to legislation that could easily have felt remote or complex. The results speak for themselves: The Decision Support Service is now widely recognised and plays a critical role promoting the rights and interest of people who may need support with decision making, now or in the future.”
