The Situation

The Bureau of Engraving and Printing (BEP) introduction of redesigned currency notes brings with it concerns about potential disruption of commerce should the public be unfamiliar with the new notes. Because the nation’s more than 10 million cash handlers are the primary conduit of currency exchange, the BEP seeks ways to educate them about the redesigned currency. While traditional media activities sufficiently prepare consumers for the new notes, the BEP requires extra education to ensure that retailers and financial institutions take steps to proactively educate their cash handlers to recognize new notes and properly identify counterfeits.

Our Approach

Since 2003, as part of a joint program with Burson-Marsteller, DI has developed a direct education strategy that allows us to tap into existing corporate and civic communications networks across the United States. The program targets organizations greatly affected by the change in currency, such as financial institutions, law enforcement agencies, local governments, retailers and small-business organizations, as well as community groups with the resources to disseminate the BEP’s message locally.

Through a combination of phone calls and direct mail outreach, we encourage organizations to activate their internal communications networks to distribute information about the redesigned notes. Over time, our approach has been adjusted based on each note and the target audience. For example, our current $100 outreach program has been adjusted to place greater focus on digital forms of communication in our efforts to reach stakeholders.

In addition to outreach, DI acts as the clearinghouse for all material requests from stakeholders worldwide. We coordinate with the production team, fulfillment warehouse and shipping companies to ensure that all packages are delivered properly and on time. This includes working closely with customs to guarantee the delivery of international packages.