Published Wednesday, 03 October 2012
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The Department of Education's ad highlights the boost that can be provided for children through simple things like having their parents read to them or take an interest in their homework.
In launching the campaign, Sinn Féin Education Minister John O'Dowd said parents must realise that "education does not start and stop at the school gates".
He added: "Not everyone realises how important parents and family members are as the first people their child learns from.
"A recent study of 15-year-olds, for example, showed that those whose parents had read to them often in P1 did much better at school than those whose parents did not."
But, after a replica of the 'Getting Involved' television advert was broadcast solely in Irish, the DUP tabled an urgent oral question as they wanted to know the total cost of doing so.
The Irish language is a part of our society - it is not going to go away.
Education Minister John O'Dowd
Mr O'Dowd was clearly frustrated at being called to the Chamber on Tuesday to give the answer.
"The members may want to hold onto their seats for the costs," he said, adding that Assembly business had been stopped so that the issue of the advert could be addressed.
"This was so urgent that it couldn't be dealt with by written question or any other matter, so members may want to sit back in their seats and absorb the cost.
"The cost of the television slots for adverts to be aired in Irish during the first week of October is £4,360. This is what we have stopped Assembly business for."
During the resulting heated exchanges, TUV leader Jim Allister accused the minister of "making a political point" - claiming Mr O'Dowd had "no interest" in reaching Polish or Chinese parents.
"Why is he abusing his office for that purpose?" the North Antrim MLA asked.
Amid calls for order from the Speaker, Mr O'Dowd strongly denied that was the case.
The advertising campaign - directing parents to the NI Direct website - began with the television ads in both English and Irish, with more to be rolled out across radio, online and billboards.