‘See it. Say it. Sorted.’ has appeared on 11,000 static and digital posters, and been broadcast as tannoy announcements across 5,000 stations and 13,000 trains. The campaign can now also be seen and heard on buses, trams, the London Underground, airports and ferry terminals. But most importantly of all, texts and calls to British Transport police relating to suspicious circumstances have increased by 90%. The phrase ‘See it. Say it. Sorted.’ has entered into the public consciousness. Brands have spoofed it, comedians quote it. It’s appeared on a poster at Twitter’s UK HQ and in The Times newspaper as the name for a column about pronunciation. Of course, some people find it irritating. But as long as ‘See it. Say it. Sorted.’ continues to help protect the UK’s transport network and its passengers, we’ll take a bit of criticism.