US Secret Service and Other Government Agencies in Search for Ad Shop to Promote Currency Facelift

29 January 2002

A $35 million currency education and awareness ad campaign is planned by a trio of US government agencies: the Secret Service, the Treasury Department and the Bureau of Engraving and Printing.

The brief, directed both at advertising and PR agencies, solicits proposals for a campaign codenamed Nextgen. This must reach people “where they live, work, govern and learn”, according to the brief; it must also demonstrate how a revamped US currency – due for issue in 2003 – will be more difficult to counterfeit bills and coinage.

“Many people do not realize that if they accept a counterfeit bill, they will lose that money, and assume that a bank and store will replace the bad note with a good one,” warns the brief.

A pre-questionnaire has been posted on the web at The site will also carry a formal request for proposals as of February 11.

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