Global Ireland

Department of Foreign Affairs

We now live in a world where state entities all compete for influence and power in the same online space. That space now hosts more than three billion people as well as the opportunity to reach them in near real-time. Through our partnership with the Irish Department of Foreign Affairs, we have helped strengthen their work by using digital diplomacy to bring the story of Ireland to the world. 



Cultural diplomacy is a course of actions that uses the exchange of ideas, values, traditions, stories, and other aspects of culture and identity to strengthen relationships, enhance socio-cultural cooperation, showcase culture and promote national interests.

Ireland has always stood for the values of diplomacy, peace, and compassion. Our country is a force for good internationally and, for this project, our communications task was to illustrate this in a tone that was unassuming and sympathetic, while remaining creative, cultural and unexpected. 

Over the past six years, we have used documentary-style films to mark historical milestones such as the anniversary of the Anglo-Irish Agreement, helped launch the Global Ireland programme, and created multilingual films like our Ireland is… video series, which was aimed at bringing Irish culture to Japan during the 2019 Rugby World Cup.

In the midst of a global pandemic, we created the first virtual St. Patrick’s Day where we helped bring the best of Ireland online through virtual receptions for 70+ global missions and embassies. As well as St. Patrick’s Day, we have also leveraged other significant global events, such as Bloomsday, Africa Day and St. Brigid’s Day to create films that emphasise our values as a nation. 

Through targeted content and campaigns, we assisted in amplifying Ireland’s global presence under the ambitious Global Ireland programme an initiative that’s on course to double Ireland’s impact and influence in the world by 2025.

The content we created also helped secure Ireland a seat on the UN Security Council in 2020.

In 2022, our St. Patrick’s Day films turned the focus onto Ukraine and its people. This empathic move was applauded by citizens and their leaders around the world, while our Bloomsday and Africa Day films have won an array of craft and creativity awards. 

Most importantly, by focusing on content that emphasises our place as good social citizens of the world, we have discovered the many ways in which the world’s social media at large has taken note.




For St. Patrick’s Day 2021, we gave voice to the Irish frontline workers living abroad, who kept the world in motion throughout the COVID-19 crisis. 

In 2022, we used the St. Patrick’s Day platform to show solidarity with Ukraine and its people.

“What a moving piece.” Colin Crowell, American policy expert and former VP of Global Public Policy and Philanthropy at Twitter.

By leveraging significant global events such as St. Patrick’s Day, the Rugby World Cup in Japan, Bloomsday and Africa Day, we created compelling cultural content that emphasises our values as a nation.  


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