The United Nations-administered global push toward electronic payments for government programs and relief efforts has kicked off a review of its global PR account.

btcaThe Better Than Cash Alliance is backed by Citigroup, Ford Foundation, Bill & Melinda Gates foundation, MasterCard and USAID, among others. It is targeted to the estimated 2.5B around the world who lack access to formal financial services and are recipients of various forms of salaries, welfare stipends and cash-for-work programs.

FleishmanHillard is the incumbent for the global account.

The United Nations Capital Development Fund, the investment agency for the world's 49 poorest countries, serves as secretariat for the Alliance and released an RFP this week to review its PR efforts. The work includes media relations, content and event production and general communications work supporting the Alliance, which is slated to made its pitch around the world this year, from the World Economic Forum in Switzerland to the Mobile Money World Congress in Kenya.

FH's contract runs through the end of the year and the new RFP covers similar, though not limited to, activities the firm currently implements for the Alliance, said Sarah Bel, a U.N. spokeswoman for the Alliance. The firm picked up a Silver Anvil Award for its work on the Alliance's launch in 2012.

Proposals are due Dec. 13.

View the RFP (DOC).