See It. Say It. Sorted.

Trusted by the Government to help them keep Britain safe.

Complicated

As a major part of the UK’s national infrastructure, the security of the rail network and its millions of users cannot be overstated. So it’s crucial that passengers report any unusual items or behaviour they notice. However, research has uncovered that rail users think it’s difficult to make a report and they’re not confident that their reporting will be actioned. They also find public service posters ‘wallpaper’ and are much more focused on getting from A to B.

Simple

‘See it. Say it. Sorted.’ In just five words, we created a memorable and motivating call to action for passengers. If people see something unusual, they can speak to a member of rail staff or text British Transport Police, and they will sort it. Simple. And to make sure our printed and digital posters are anything but wallpaper, we have illustrated them in the high-contrast style of the graphic Sin City novels. Unveiled at London Waterloo by Rail Minister, Paul Maynard MP, the campaign has appeared in stations and on trains across the rail network.

90%
increase in texts
and calls to British
Transport police
relating to suspicious
circumstances

Results

‘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.

11k
static and digital
posters nationwide
5k
stations broadcast
the tannoy
13k
trains broadcast
the tannoy