According to ZDnet:
The Home Office is to spend over £500,000 this year on a marketing campaign for the identity card that features cartoon fingerprints.
A departmental spokesperson told GC News that it is planning a public information campaign to alert businesses on the need to prepare for the introduction of the card, which will initially be made available on a voluntary basis.
It will be focused primarily on the north-west of England, reflecting plans to make the card available to residents of Greater Manchester later this year, with some nationwide marketing.
The campaign, one advert for which features a cartoon fingerprint unveiling the identity card to an admiring audience of other fingerprints, is expected to cost £544,000 between September and December.