LONDON: The British Government has launched a £4 million, or about $6.1 million, cross-departmental pitch as it attempts to make the nation aware of the threat posed by online crime.
The Home Office-led search comes ahead of a major campaign to raise awareness of cybersecurity. It involves work for media, PR, and creative agencies.
The campaign follows the appointment of Blue Rubicon earlier this year for early stage planning for the effort.
The campaign, which will be launched this fall, draws on experience from the Cabinet Office, the Department for Business, Innovation, and Skills, and partners from the private sector including Get Safe Online.
“The digitization of the UK economy has made our lives easier and has created huge opportunities, but it has also created individual security risks as well,” said security minister James Brokenshire. “If we are to meet these new challenges, it's essential we step up our efforts to stay safe online.”
The campaign is part of a wider program on the issue. It comes in the wake of a government survey revealing cybercrime costs the UK economy tens of billions of pounds annually.
The initiative's strategy and the structure of any potential agency lineup are dependent on submissions.
This story originally appeared on the website of PRWeek UK, the sister publication of PRWeek at Haymarket Media.