Irish Life #ModernIrishMammy with Deirdre O’Kane

Irish Life Teams up with ‘Moone Boy’ Mammy Deirdre O’Kane to celebrate the Irish Mammy

  • Almost one in three Mammies admit to spying on their children in general
  • Just 6% have friended their child under an alias on Facebook
  • Six in 10 Mums have told their kids that ‘too much sugar will make their teeth fall out’
  • Six in 10 Mammies have said that ‘leaving your hair wet will give you a cold’
  • Over half of Irish Mammies have told their children ‘We’re not made of money’
  • Half of Irish Mammies have told their kids that ‘sitting too close to a screen will give you square eyes’
  • Over 1 in 3 enabled parental controls on their child’s computer

 

Irish Life, Ireland’s leading life insurance company*, today announced new research findings which show the lengths Irish Mums will go to protect their children, along with some of the sayings that make Irish mammies so treasured! Irish Life has partnered with ‘Moone Boy’ mammy and ‘Noble’ actress, Deirdre O’Kane to celebrate the value of the Irish mammy, and to remind Mums that the best way to protect their family is by protecting themselves, as just over half a million Irish families don’t have life insurance cover in Ireland. Watch the cute and funny video from the launch at: http://bit.ly/ModernIrishMammy  

We all know that Mums will go to great lengths to protect their children; over one in four (28%) admit to following their child in a car to ensure they are safe, whilst almost one in three (30%) admit to spying on their children in general! Irish Mammies also use their medical ‘expertise’ to keep their children protected; four in ten (41%) have said ‘if the wind changes your face will stay like that’, six in 10 (64%) have told their kids that ‘too much sugar will make their teeth fall out’ and that ‘leaving your hair wet will give you a cold’. Modern Irish mammies are also dealing with protecting their children in a digital landscape.  Half (49%) of Irish mammies have said ‘sitting too close to a screen will give their kids square eyes’,  38%  have enabled parental controls on their child’s computer, 7% enabled location tracking on their child’s phone and 6% have friended their child under a Facebook alias.

 

Commenting on the launch, star of ‘Moone Boy’ and ’Noble’ actress, Deirdre O’Kane said, ‘I’m delighted to be partnering with Irish Life to celebrate the Irish Mammy, because they should be recognised for the important role they play in our lives. Mums protect us in so many ways; from telling us little white lies, or following us to make sure we are safe, and protecting our kids dreams and futures – like the one in three mammies who tell their kids they had the best part in a play when they clearly didn’t, and the 12% who have argued with teachers that their child should have got a better mark…the Irish mammy has always got you covered! But the most important way Mums can protect their family, is by protecting themselves with Life Insurance.’

 

We all remember the sayings our mammies used when we were growing up, and it turns out today’s modern mammies are carrying on the traditions! Over half of Mums today (55%) have uttered ‘We’re not made of money’, and were told the same thing by their own Mum when growing up. Amusingly the immersion lives on in Irish Mammy lore, four in 10 modern Irish mammies today shall ask their kids ‘Did you turn the immersion off’, the exact same figure (40%) when compared to what their own mothers used to ask them!  Perhaps children of today are starting to dress more sensibly for the Irish weather though, as four in 10 modern mammies admit to saying ‘You’ll catch your death going out dressed like that’, more than half (53%) stated that their mammies said the very same thing to them!

 

Speaking at the launch of the new life insurance campaign, Karl Symes, Head of Marketing Communications at Irish Life said: “Our research revealed just half of parents living in Ireland have life insurance – that still leaves almost half a million families without life insurance.**  To make it easy for people find about how to get started, we’ve created a number of online guides and videos to help people take their first steps, on www.irishlife.ie. With Life insurance being very affordable – modern mums can protect what’s most important.”

For more information on Irish Life and to view a full list of products available, visit www.irishlife.ie

*Irish Life is Ireland’s leading life insurance company based on market share 2012-2014

**Red C Research of 2,011 adults (aged 25-65) in February 2015

-Ends- 

 

TOP TEN IRISH MAMMY PHRASES USED TODAY

  1. We’re not made of money (55%)
  2. Your bedroom is like a pigsty (52%)
  3. You’ll catch your death going out dressed like that (43%)
  4. Did you turn the immersion off (40%)
  5. Eat your carrots – they’ll help you see better (37%)
  6. Wait till your father gets home (34%)
  7. You’re eating me out of house and home (33%)
  8. You’ll be the death of me (25%)
  9. Do you think I’m a chauffeur (21%)
  10. Have you not done enough gallivanting this week (20%)

 

TOP TEN IRISH MAMMY PHRASES TODAY’S MAMMIES GREW UP HEARING

  1. We’re not made of money (56%)
  2. You’ll catch your death going out dressed like that (53%)
  3. Eat your carrots – they’ll help you see better (51%)
  4. Wait till your father gets home (45%)
  5. Did you turn the immersion off (40%)
  6. Your bedroom is like a pigsty (39%)
  7. You’ll be the death of me (36%)
  8. Have you not done enough gallivanting this week (36%)
  9. Don’t eat the good biscuits, they are for visitors (29%)
  10. You’re eating me out of house and home (24%)

Note:

Life Insurance from Irish Life starts from as little as €15 a month, the price depends on age, health, plan term and amount of cover needed.

About Irish Life:

Established in 1939, Irish Life is Ireland’s leading provider of pensions, investments and life insurance. Since July 2013 Irish Life has been part of the Great-West Lifeco group of companies, one of the world’s leading life assurance organisations.

Irish Life is committed to delivering innovative products backed by the highest standards of customer service and, as part of Great-West, has access to experience and expertise on a global scale, allowing the company to continuously enhance its leading range of products and services.