LONDON - The government has appointed M&C Saatchi to create a multi-million advertising campaign to support the launch of its controversial £20 billion ID card scheme.
The work for the Home Office's Identity and Passport Service includes TV, press and outdoor and will roll out in November.
The agency is also understood to have created a Home Office website, www.mylifemyid.org, which has been promoted on social networking sites Facebook and Bebo since July.
Earlier in the year M&C Saatchi was appointed to handle the advertising for the Department of Health's £75m obesity marketing campaign.
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