Committee Reports > List of Committees > Joint > 1988 > Committee on the Irish Language (2nd Committee) > Report No. 01 - Recommendations regarding the proposed advertising campaign in connection with the Irish language

1. INTRODUCTION

1.1.1 As part of the projects which are to be implemented in relation to the Irish language from monies to be provided from the National Lottery in 1988, £400,000 is to be spent on an advertising campaign for the promotion of the language throughout the country. The members of the Joint Committee view this campaign as a very important step forward as will be clear following this.

1.2.1 In this short report the members of the Joint Committee propose to express views and make recommendations regarding that campaign. The members are making those recommendations in accordance with Paragraph 2 (b) of the Orders of Reference i.e.

“[to] review and make recommendations [from time to time] in relation to . . . . . the promotion of the Irish language in general”.

1.2.2 As stated previously this is a short report. The reason for that is a limitation to the amount of time available to members because of an urgency attaching to the preliminary arrangements in relation to the campaign. The members have been notified by An Taoiseach and Minister for the Gaeltacht — who will be in charge of the campaign — that the preliminary work will have to be commenced very soon and that any recommendations must, accordingly, be received without delay.

1.2.3 Despite the time constraints mentioned the members are of the view that practical recommendations may be put forward and that is what is contained in this report. It should be pointed out at the outset that the members do not propose to concern themselves with the minute details of the campaign. It is a question for the advertising experts to do that and the members accept that that will be done diligently and energetically. In this report it is proposed to make recommendations regarding the campaign in general and regarding the support services which will be necessary to achieve a lasting result. The members will be concentrating on various aspects of the life of the country and the manner in which these could be influenced in relation to Irish and, as was mentioned previously, great emphasis will be laid on practical activities.

1.3.1 The members of the Joint Committee wish to thank everyone who assisted them in the preparation of this report and Seosamh Ó Riain, Clerk to the Committee and his assistant Áine Ní Shomacháin in particular.

2. THE BACKGROUND TO THE CAMPAIGN

2.1.1 When the National Lottery was established it was decided that a certain percentage of the money which would be earned from it would be made available for the benefit of the Irish language. On 19 November 1987 it was announced how the money from the National Lottery would be allocated for the years 1987 (remainder) and 1988.

2.1.2 Four million pounds was made available from the Lottery directly for the benefit of the Irish language and of that amount 10 per cent was to be spent on a national advertising campaign in relation to the promotion of the language. It was revealed that the Government intended that that money be spent in 1988 and that the aim of the campaign would be to awaken and promote the interest of the population in the language.

2.2.1 It is clear to the members of the Joint Committee that a campaign such as this was necessary to encourage the population and they welcome it. The members are aware that the population is sympathetic to the language generally speaking — if one can be confident in the results of various surveys conducted in recent years — but such has not been indicated substantially through more frequent use of the language in normal life.

2.2.2 The members accept that the extension of the use of Irish as a spoken language amongst the population in general will be the chief target of this campaign and they agree that that should be concentrated on. It is understood that television, radio and the newspapers will be availed of to encourage the population towards Irish and it is recognised that that much will influence the people up to a certain point. But, from the perspective of the Irish language and its use as a normal means of communication being “sold” to the population, more than that will be necessary if a worthwhile, lasting result is to be achieved. It is the additional items which will be necessary which must be addressed and this will be done following this.

3. PROMOTION OF THE LANGUAGE

3.1.1 In the view of the members of the Joint Committee it is necessary to be clear at the outset regarding what exactly is involved with “promotion of the language” and what the objective of the proposed advertising campaign is.

3.1.2 The members propose to look at this question in this chapter of the report and to attempt to clarify it and to explain the position as they see it.

3.2.1 The proverb states that the life of a language is to speak it. In the case of Irish it is still spoken as a normal language of the community but the number of native Irish speakers is decreasing gradually. Although this is unfortunate it is a fact and must be addressed in that fashion, unfortunately.

3.2.2 In spite of the fact that the number of native Irish speakers is decreasing it appears that the number of people who boast that they have some Irish — be it weak or strong — is increasing. Accordingly, one would think that an increase in the use of Irish amongst the population would be taking place gradually. There is no solid evidence to indicate that this is taking place.

3.2.3 As is clear from the foregoing the public must be influenced regarding the use of Irish in their normal activities. What is involved there is that a person who has an interest in the language and who is anxious to use it may be placed in a position to do through Irish whatever he or she does through English now, if he or she so desires.

3.2.4 At the moment it would be very difficult for any person to live a full life through Irish and bilingualism must be relied upon, at least. The members of the Joint Committee are not finding fault with that per se but they are of the view that the difficulties associated with the use of Irish must be addressed. That could be promoted through the awakening of a demand from the population and the members are of the strong opinion that this aspect should be concentrated upon in the forthcoming campaign. Unless every person who seeks to spend the greater part of his life using Irish is not in a position to do so without much difficulty and without much frustration (at least) and, indeed, if all the organisations which are providing services are not prepared to make an honest effort to attend to people such as this in a welcoming fashion, after the campaign, it will have failed substantially. Therefore, it must be a priority of the campaign to entice people to support the Irish language and to explain to them that its usage in normal activities is a normal thing: it is not viewed in that light at the moment and it is a change of attitude which is absolutely essential. If the campaign succeeds in attaining that change of attitude a great achievement will have been brought about.

3.3.1 It appears to be the members of the Joint Committee that this is not the first time that a campaign such as this was mounted. It is understood that a similar campaign was conducted at the end of the seventies and generally speaking it went well — although not much detailed information is available regarding the results achieved.

3.3.2 Based on the amount of information which is there it is clear that the following results were discernable after it, viz:

(a)the population in general was more aware about Irish;

(b)the population had a better understanding of it; and

(c)it was shown in surveys, etc., which were conducted following the campaign that more people were prepared to indicate that they had Irish and were prepared to use it.

3.3.3 Despite the fact that the position of Irish improved following the campaign it is not clear that the population were influenced by it and a much more worthwhile result from that aspect will have to be achieved from the substantial expenditure proposed now.

3.4.1 In this campaign every aspect of the language must be concentrated on. Every organisation and every person who has an interest in the language must be involved in the effort. It is in that manner alone that progress will be made, in the view of the members of the Joint Committee, and those aspects will be addressed following this.

4. RECOMMENDATIONS REGARDING THE ADVERTISING CAMPAIGN

4.1.1 The members of the Joint Committee propose in this chapter to concentrate on the campaign itself and to make practical recommendations in relation to it. General recommendations will be put forward and no effort will be made to get involved in detail in issues which are principally for experts.

4.1.2 Before the members proceed to make recommendations they are of the view that it is vital to understand that the publicity campaign and the finance which will be made available for it is only a beginning. A lot of work will be completed with that money but it is important to understand that a great deal of benefit may be obtained from the money which is available already, from various sources, for the good of the Irish language.

4.1.3 As was mentioned previously, every person and every organisation which has an interest in the language must be involved in the work to promote Irish on a continuous basis. That strategy is central to the recommendations which the members have to make following this. Without widespread support from ordinary people who have an interest in the language — and at the end of the day the Irish language belongs to everybody — it is unclear whether it would be worthwhile to proceed with the campaign.

4.2.1 Elected public representatives are frequently accused of not having much interest in the Irish language and that they are not completely in earnest regarding its restoration and promotion. Members of both Houses receive most blame and it must be admitted that that is partially correct although that is not the whole story.

4.2.2 In the year 1984 motions were adopted in both Houses to establish the Joint Committee on the Irish Language in order to, inter alia;

“from time to time review and make recommendations in relation to the extension of the use of Irish in the proceedings of the Dáil and Seanad and in the environs of both Houses”.

That much proved that a problem had been identified and that a genuine effort was being made to address it.

4.2.3 That Joint Committee commenced business in 1985 and it succeeded in making worthwhile progress in the short period of time during which it was functioning. The next report from the Joint Committee, which will be published soon, will contain a full description of this. In any event the members of the Joint Committee are still satisfied that a good start has been made on the work, that it is progressing — although this is slow — and that there is hope regarding the future of the language in both Houses.

4.2.4 At the moment the Joint Committee is conducting a survey amongst the Members of both Houses regarding the Irish language. This survey is ongoing and all the forms will not be received and analysed for some time. One thing which is very clear about the forms which have been received is the dissatisfaction of the Members regarding the lack of support which the Political Parties give them in relation to the Irish language. This, of course, is part of the lack of leadership which is shown regarding the Irish language at the national level and this must be addressed in the forthcoming campaign.

4.2.5 As it appears to the members of the Joint Committee, it is absolutely essential that national leadership be shown in relation to the Irish language. Because this is not happening at the moment on a substantial level the members are of the strong view that the advertising campaign is an excellent opportunity to commence same.

4.2.6 The specific recommendations which the members have in that regard are as follows:

(a)that An Taoiseach and Minister for the Gaeltacht — who will be in charge of the campaign — will commence it officially by delivering a short bilingual address on television and on radio explaining what is involved, the reasons for it, what is needed to achieve a lasting result and emphasising very strongly the importance of the Irish language and its preservation, in the life of the country. This is done already on a regular basis in the case of economic and social matters and there is no reason why the same thing cannot be done in the case of the Irish language — really it is high time that something like this was done and a better chance will not be available in the future;

(b)that the leaders or the spokespersons from the other Parties will have an opportunity also to broadcast messages supporting the Irish language and explaining its importance to the people of the country;

(c)that it will be adopted publicly as policy by Ministers in particular and by spokespersons from other Parties that they will make a continous effort from the beginning of the campaign onwards to use more Irish in their normal activities. Through previous efforts — “Lá na Gaeilge” (which has been held twice already) in particular — it has been shown that the capability exists to do that but to address the issue willingly and eagerly; and

(d)in addition to the advertisements which will be paid for through the campaign, the members are of the view that R.T.É. should show at least one major programme (in English) in relation to the Irish language during the campaign i.e. in addition to any Irish programmes produced. Such could be in documentary form or in the form of a live studio debate with distinguished speakers. This would be very attractive to the public in general because an interesting and current topic would be involved. Of course, the national leaders would participate in any such programme.

4.2.7 Because it is mentioned in this part of the report that the political leaders of the country should use more Irish, the members are of the view that the news media must pay more attention to speeches, etc. in Irish. In the Houses of the Oireachtas in particular it would be necessary to pay more attention to proceedings in Irish and to indicate that matters were discussed in that language.

4.2.8 Through giving effect to the preceding recommendations the standing of the Irish language would be enhanced and the national leadership, which is so badly needed, would be shown.

4.3.1 A large sum of money is being made available from Lottery funds for the benefit of the advertising campaign and it must be ensured that the best value is obtained for that. To that end the members are of the view that An Taoiseach should announce a competition and invite tenders from advertising companies in relation to the campaign.

4.3.2 In the light of some schemes where competitions were held previously it has been proved that specific advantages are associated with same, including:

(a)when a competition is announced public interest is displayed and it obtains publicity in its own right i.e. something which helps the overall effort at the end of the day; and

(b)when a competition is announced advertising companies show great interest in it usually. They make a great effort to win a distinguished contract, as would be involved here, and an excellent choice at a very high standard exists.

Accordingly, the members recommend strongly that a competition be held in respect of the contract which will be awarded in this case.

4.3.3 Arising from the campaign advertising companies would have a particular interest in Irish and it would be very worthwhile, in the view of the members of the Joint Committee, to ask them formally to awaken an interest amongst their clients in advertising through Irish or, at least, on a bilingual basis. Indeed, advertisers would understand the advantages which would be attached to advertising through Irish during the campaign in particular.

4.3.4 The members of the Joint Committee recognise that it is a question for advertising experts to decide on the layout of the campaign and they have not much to say in this regard except, perhaps, that it would be preferable to concentrate on short advertisements at a low cost (and which would be before the public regularly) rather than long, expensive advertisements which would be seen only occasionally. From their own experience the members are satisfied that a more lasting result is achieved using this type of advertising.

4.3.5 As was pointed out previously it is accepted that use will be made of all the major media in the advertising campaign — including the national newspapers. Local newspapers and magazines directed at specific groupings should not be forgotten as these could have a not inconsiderable influence on the public.

4.3.6 The members are of the view that both of these sources could be used to great effect and they recommend that the following suggestions be examined fully, viz;

(a)lists of terms have been issued by the Terminology Committee of the Department of Education regarding a very wide range of subjects and there is no doubt but that magazines, which are aimed at specific groups, would be prepared to publish regularly some terms in Irish which would be useful to their readers. This could influence a considerable number of people in certain cases — for example, farmers. Accordingly, it is recommended that advertisements be taken with magazines such as this and that they be asked, as a facility for their readers, to publish regularly short lists of phrases;

(b)the local newspapers could have a great impact on the public. There is hardly a household in the country which does not buy at least one local newspaper every week. These papers contain details of current affairs, sport and other events in their areas of operation and great interest is shown in them. In those circumstances the members are of the view that contact should be made with all the local papers and that they be asked to publish some Irish every week from the beginning of the campaign onwards. There is no doubt but that interest would be shown in a short paragraph about local affairs written in simple Irish. The newspapers could, of course, be entitled to assistance from Roinn na Gaeltachta in relation to that also.

4.3.7 Therefore, it is necessary that worthwhile value be obtained from the proposed expenditure and the members are satisfied that the preceding points would help to attain that aim.

4.4.1 It is important, in the view of the members, that it be understood that more be done than that which will be carried out during the campaign, if the public is to be influenced in relation to the Irish language.

4.4.2 Already many organisations function at the level of the public which have direct (e.g. the voluntary Irish language organisations) or indirect (e.g., Vocational Education Committees which organise night classes) contact with the Irish language. Very few people in the country have not got some association with those organisations at some time and that is the basis of the following.

4.4.3 It is on the organisations which are dealing with the Irish language on a full-time basis that most reliance will be placed, of course, to promote activities at the level of the public. They are already doing this and they have particular expertise in such work which they could make available to people who would wish to start new projects in their own community. Indeed, advice and information would be available from State organisations also.

4.4.4 It must be pointed out that the Glór na nGael competition in particular could have a major impact on the public and the promotion of the language. A capable structure is already in place and the members understand that this is going well. Indeed, with the large extra assistance which has been sanctioned for the competition from Lottery funds, a great expansion will be expected and it is clear that such could result in thousands of extra prople being encouraged to be supportive of the Irish language. Sole emphasis should not be placed, indeed, on the Irish language community — an effort must be made to attract those people who are interested in the language (although they are not able to speak it, yet) to be involved also. With leadership and encouragement it would not be long until such people would be competent in the language. No matter what else is done people should not be pressurised because that will have a negative effect and people will be alienated towards the language.

4.4.5 In order to promote the Irish language at community level it will be necessary to interest ordinary people in it. Organisations may do that at local level through:

(a)organising meetings to see if new groups or branches could be established;

(b)organising Irish classes; and

(c)holding suitable events regularly to give people a chance to practise their Irish.

Certain organisations are already adopting such steps, indeed, and these could make a continuous — and, perhaps, a stronger effort in the future.

4.4.6 In the course of the campaign it would suit the voluntary Irish language organisations to distribute more information regarding their activities. The organisations are always working extremely hard for the benefit of the language but the ordinary public have little information or understanding on what precisely they are doing. They should avail of the opportunity to advertise and publicise themselves and their activities when interest in the Irish language in general will be high.

4.4.7 As part of their efforts the voluntary organisations, in association with the State organisations, could prepare and distribute a number of directories regarding Irish services to Community Development Committees and other associations which are active in certain areas. This could be done on a County basis for example and, in the view of the members of the Joint Committee, such would be of substantial assistance to the promotion of the language at community level.

4.4.8 Plenty of magazines are published in Irish and certainly reading material is available on a regular basis, including the weekly newspaper and magazines which are published monthly. Little is heard about these magazines and this is a pity because they are attractive and worthwhile. The members are of the view, accordingly, that publishers should make an effort to obtain more publicity for themselves and increase their distribution figures accordingly.

4.4.9 It should be pointed out at this juncture that it is a source of satisfaction to the members of the Joint Committee to see that it is proposed in the campaign to publicise famous people who use Irish — per the statement of the Minister of State at Roinn na Gaeltachta speaking in Seanad Éireann on the 25th November 1987 (Appendix B). Distinguished people in all facets of the life of the country have a not inconsiderable influence on the public in general and these must be asked to play an active part in the campaign. Those who have an influence on youth — for example, modern musicians — must be targeted in particular.

4.5.1 As explained previously many groups are involved with the Irish language both directly and indirectly. The groups which are dealing with it directly were addressed previously and those which are dealing with it indirectly must now be looked at.

4.5.2 In the range of organisations which are dealing with the Irish language indirectly one must mention any group which is dealing with Irish culture in general. Their events are not directed principally towards the promotion of the language but they have a not inconsiderable role in that regard at the same time. They should examine what they are doing at the moment for the good of the language and see if they can expand and improve upon that role. Such efforts could influence the public considerably. Efforts are ongoing already but these must be enhanced and expanded if the proper benefit is to accrue to the work.

4.5.3 In relation to cultural matters in general the members of the Joint Committee are of the strong view that R.T.É. must transmit worthwhile programmes regularly in which there will be emphasis on aspects of our heritage. Through emphasising the native culture it would be easy to tie in the language also and both aspects would be in public view on a regular basis.

4.5.4 In the business and service sector plenty of organisations and companies — private and public — could assist the effort to promote the language. As examples of that one can mention:

(a)there are bookshops throughout the country which sell books in Irish. If some of these made an effort to mount an attractive display in the course of the campaign, in association with the publishers, the public would be aware that a wide range of books is available for people of all levels of competence. The public would understand also, of course, that publishing in Irish is alive and active and this would give them encouragement;

(b)in every public library throughout the country there are plenty of books in Irish. There should be a strenuous effort in every county to give greater prominence to books which are available in Irish in order to encourage the interest of the people in reading matter in the language;

(c)because there is a strong link between the Irish language as the first official language of the country and identity as a nation it is felt that it would be of benefit to companies which are involved in manufacturing Irish products and are providing employment to conduct some advertising through Irish during the campaign, for a start, and continue afterwards. This would be to their own benefit and to the benefit of the language; and

(d)miscellaneous night classes are provided in almost every parish in the country during the winter but the Irish language is usually not high on the priority list. Whatever State organisation is in charge of the advertising campaign must make an effort to influence the organisers of night classes for adults at national level and persuade them to emphasise the Irish language amongst the sub organisations throughout the country.

4.5.5 For the past couple of years “Lá na Gaeilge” has been organised throughout the public service and, as the members of the Joint Committee see it, the effect has succeeded by and large. It is acknowledged that these days are only a beginning and that they must be built upon. Indeed, if the great effort which the members have in mind is to be implemented it would be expected that “Lá na Gaeilge” would take place much more frequently — one day per month for example, for the first year. According as the public would be getting used to Irish its usage would be growing and “Lá na Gaeilge” could be expanded further from the second year onwards.

4.5.6 Something which happens occasionally — and of which not enough is happening at all, in the view of the members of the Joint Committee — is that sub-committees or sub-groups are founded within large organisations to set about the promotion of the Irish language amongst the members in general. A very good example of this is FASACH — the association of lawyers who are interested in the Irish language and its promotion in legal matters — and, of course, there are similar associations operating within other professions also. Organisations such as that could carry out a lot of worthwhile work in relation to the promotion of the language in specialist areas of activity and it is a pity that there are not more of them in existence. The members would like to see such an organisation operating within every type of profession and business. Surely, competent people, who have the necessary interest, are available and all that would have to be done would be to bring these together. Therefore, it is felt that that would be a great step forward and it is recommended strongly that contact be made with the professional and business organisations and institutes to attract them to the Irish language.

4.6.1 Over the years much has been written and much has been said regarding the non-availability of services from the State through Irish without difficulty and without frustration. It is acknowledged that the State is not in a position to provide a full service through Irish to the public and although continuous efforts are being made to overcome this fundamental difficulty it is not clear that substantial progress has been made and that is not acceptable. The problem must be tackled more resolutely and the members are of the view that the advertising campaign is an excellent opportunity to encourage the staff of the Departments and the State organisations towards greater activity in relation to Irish.

4.6.2 In spite of the widespread view which is held, the members are of the opinion that some officials at least, who are operating in the State system have plenty of Irish. This must be the case in view of the numbers of officials who attended Irish courses under the auspices of Gaeleagras na Seirbhíse Poiblí since its foundation and the number who were awarded Gaeltacht scholarships accordingly to improve their Irish further. Therefore, it is not apparent why every Department and every State organisation could not provide some kind of service through Irish. They should be in a position, indeed, to invite people to seek service through Irish.

4.6.3 As the members of the Joint Committee understand the position it is the Minister for Finance who is responsible at present for the Irish language in the State system. Under the auspices of that Department operates the Central Development Unit which is involved in the coordination of the efforts for the promotion of Irish in Departments and State organisations. It is clear from that that individual Ministers have no responsibility in relation to Irish in their own Departments and in the organisations which operate under their auspices. That is a fundamental deficiency in the view of the members because if Ministers were responsible directly there is a greater chance that they would ensure:

(a)that a positive policy in relation to Irish would be in operation in Departments and in the organisations;

(b)that the Irish versions of their names would be used by State Sponsored Bodies;

(c)that more Irish would be contained in the annual reports of State Sponsored Bodies; and

(d)that the Irish language would have a more prominent place in the work of the Departments and organisations which operate under their aegis in general.

4.6.4 As pointed out previously there is a need for a change in relation to the Irish language in the State system and the members of the Joint Committee recommend that the following amendments be effected simultaneously with the beginning of the advertising campaign. In that way the changes will be viewed as another part of the overall effort for the promotion of the language. The specific recommendations of the members are:

(a)that each Minister would have a specific responsibility in relation to the Irish language and its promotion in their Department/Departments and in every State Sponsored Body under their aegis. Included here would be a requirement to formulate and execute development plans;

(b)that each Minister would be answerable to An Taoiseach and Minister for the Gaeltacht regarding the responsibility mentioned previously in relation to Irish and that a comprehensive report be prepared every six months outlining what was happening, progress achieved and specifying targets which were not attained and the reasons for that (including the arrangements proposed to rectify the situation);

(c)that it would be a policy of the Ministers to have relevant parts of speeches in Irish regularly (outside and inside the Houses of the Oireachtas); and

(d)that Ministers would give every encouragement and support to Members of both Houses to use Irish.

4.6.5 In accordance with the Road Traffic (Signs) (Amendment) Regulations, 1970 (S.I. No. 164 of 1970) Local Authorities are obliged to provide road signs in Irish only in Gaeltacht areas, as defined in the Gaeltacht Areas Orders. From their personal experience the members of the Joint Committee are not satisfied that proper effect is being given to the Regulations mentioned previously and they recommend strongly to the Minister for the Environment that a review of this question be undertaken without delay. An honest effort to give effect to the Regulations from the beginning of the campaign onwards would promote goodwill and it would show earnestness in relation to the language.

4.6.6 Other legislation also exists, indeed, for the benefit of the Irish language to which full effect is not being given and the members of the Joint Committee recommend to the relevant Ministers that this be reviewed without delay to see how the situation may be improved in relation to it. Such would be a positive step in relation to the language to give Irish the standing it deserves. It is as part of the great effort in relation to the language that this would be done, indeed.

4.6.7 The recommendations in the preceding paragraph are directed principally towards the Government and the amount which it could do. It would be necessary also, of course, that elected public representatives at every level should take an active part in the effort. The members of the Joint Committee will put forward views and recommendations on those points in the next report which will be published soon. That report will be published before the advertising campaign begins and the recommendations which will be contained in it may be implemented simultaneously with it.

4.6.8 The promotion of the language depends on many things but, because the State system is all pervasive in the life of the country, this could — at the political level and at the official level — have potential for a lot of good. The opinion exists that the State is doing the opposite at the moment and although the members of the Joint Committee would not accept that in total, they agree that the system needs to be amended substantially without delay. With the practical items recommended prior to this, the situation could be improved. By implementing the amendments recommended at the same time as the advertsing campaign the Government would have shown a willingness to act and there is no doubt but that that would assist the overall effort substantially.

4.7.1 At the beginning of this report reference was made to the large assistance which will be made available for the benefit of the Irish language from funds of the National Lottery. It is a source of particular pleasure to the members of the Joint Committee that a substantial part of this money will be associated with projects for the benefit of the youth of the country and they are satisfied that there will be a very worthwhile result from it. Most of that money will be spent at the same time as the campaign will be in progress and efforts should be made to tie-in both of them as far as is practicable to obtain the best result.

4.7.2 The proverb states “Mol an Óige agus tiocfaidh sé” (encourage youth and it will bloom) and that is worth noting when the planning for the advertising campaign will be in progress. Every effort must be made to attract young people to Irish and to show them that the language is a living thing. It often appears to young people that Irish is something academic, which has no use to-day and this view must be counteracted. It must be emphasised also to parents as to how important it is that children understand that Irish is a living language which belongs to us all and which all of us should cherish for the coming generations.

4.7.3 The members of the Joint Committee have the following recommendations to make in relation to youth affairs in the advertising campaign, viz:

(a)that special packages be prepared for all the schools and the teachers in them explaining the importance of Irish, how important it is to preserve it and recommending specific steps which every pupil and teacher could take in relation to the promotion of the language;

(b)that the authorities in all these schools, in association with the teachers, would make special arrangements to ensure that as much Irish as possible would be heard and seen in the ordinary activities of the schools;

(c)that it be recognised at Government level that a crisis prevails in relation to textbooks and teaching materials in Irish in general and that an announcement be made at the beginning of or during the campaign about what is intended to overcome this difficulty;

(d)in order to assist parents who would have an interest in helping their children in relation to Irish it would be of great assistance if R.T.É. were to retransmit the series “Anois agus Arís” on television and on radio during the campaign. Such would also help young people, of course; and

(e)that special packages be prepared for the various organisations which are dealing with youth affairs (in Irish and in English) explaining the importance of the language and the use that could be made of it in their activities.

4.7.4 Young people must be influenced if the Irish language is to survive. Therefore, the members of the Joint Committee are of the view that a special effort be made in the advertising campaign to encourage them towards the language.

4.8.1 Up to this point in the report no substantial reference was made to the Gaeltacht. It might be considered, perhaps, that there would be no need for that in view of the fact that Irish is still alive and well there but that is not how the members of the Joint Committee see the position.

4.8.2 It is said that the Gaeltacht is the source of the Irish language and it is difficult to fault that statement. Thousands of young people go to the Gaeltacht each year to learn and practise the language and tourists, who are interested in the language, go there to experience the atmosphere. The vast majority of visitors go to the Gaeltacht on their own initiative and not as a result of advertising conducted by the tourism organisations. If the truth be known, not much advertising is conducted about the Gaeltacht as a holiday location with specific emphasis on the Irish language and the members are of the view that this position must be rectified.

4.8.3 In relation to tourism issues in the Gaeltacht the members are of the view that the following steps should be implemented prior to or, at the latest, during the publicity campaign, viz:

(a)that the relevant Regional Tourism Boards should prepare attractive bilingual packages in relation to the Gaeltachts in their areas of operation. Language and cultural matters in particular would have to be emphasised. Indeed, those packages should be available throughout the country;

(b)that an effort be made to prepare maps in Irish for the Gaeltacht areas which would be of benefit to visitors;

(c)that specific publicity be given to events in Irish — in the Gaeltacht and outside of it — which would be attractive to visitors with an interest in the language.

4.8.4 If the Irish language is to survive in the Gaeltacht it is absolutely essential that a satisfactory economic foundation underlies it. The tourism industry helps this and the members of the Joint Committee are satisfied that it could be expanded substantially if the recommendations made prior to this were implemented.

4.9.1 It is said frequently that the Irish language is the most valuable jewel of our heritage as a nation. In recent years — and in the case of Dublin this year — the heritages of all the cities are being celebrated. That is an important event in the life of the people in any city and is a source of pride to the public. Accordingly, such is an excellent opportunity to give a high profile recognition to the Irish language.

4.9.2 This year the Millennium of Dublin city is being celebrated and great interest has been shown by the public in this. Indeed, the Irish language is part of the heritage of the city and not inconsiderable attention should be paid to that — particularly during the advertising campaign — and the members of the Joint Committee are of the view that specific activities in relation to the Millennium celebrations should be tied in with the advertising campaign. How to achieve that is left to the experts, of course, but it should be done.

5. EPILOGUE

5.1.1 The members of the Joint Committee view the proposed advertising campaign as one of the most important projects in relation to the Irish language for a long time. The campaign provides an excellent opportunity for the Government and for any person or organisation who is interested in Irish to do something positive about it and to commence worthwhile objectives.

5.1.2 It was mentioned at the beginning of the report that it would be short because of time constraints in particular. Although this is the case the members are satisfied that worthwhile recommendations which are attainable and workable have been made herein and they are certain that these would greatly benefit the language if they were implemented. The members did not wish to undertake a detailed study of the layout of the material which will be included directly in the campaign — that is a question for the experts — but they are of the view that something wider is necessary and that is what is here. A structure has been outlined to promote the Irish language throughout the country on the widest possible basis making full use of the proposed advertising campaign.

5.1.3 The Irish language belongs to everyone in the country but unless we are all prepared to support it as much as possible it will not survive for the coming generations. We will soon have an excellent opportunity to set in motion a major national effort in relation to the language: we should not let it pass because, perhaps, it may not be available again.

18 February 1988.