Withdraw Cash Wednesday, an ATM Industry Association-backed campaign to promote consumers' use of cash during the holiday shopping season, is officially underway in the U.S., according to a report from ATM Marketplace, a Mobile Payments Today sister publication. 

According to a press release, the campaign makes use of social media channels Vimeo, Facebook, LinkedIn and Twitter, as well as a consumer-facing cash blog and a website with an ATM locator.

In addition to WCW messaging, these channels will provide articles to help consumers budget and spend with cash to reduce debt.

Consumers who follow the campaign will receive regular Wednesday withdrawal reminders and  no-nonsense cash spending and budgeting tips via email or text.

The campaign will kick into high gear on Nov. 22, the Wednesday before Thanksgiving, Black Friday and the official start of the Christmas holiday shopping season.

"Withdraw Cash Wednesday is a super way to help both consumers and the ATM industry," ATMIA CEO Mike Lee said in the release. "I want to thank the sponsors and volunteers involved in bringing Withdraw Cash Wednesday to fruition this year, and look forward to the campaign's success for many years to come."

Industry members can support WCW by ordering ATM decals and signage, and by promoting the campaign in their own newsletters and social media channels.