Metropolitan Police and 999 Design unveil "Thieves see your possessions differently" creative

The campaign urges Londoners to protect their valuables

The Metropolitan Police has worked with 999 Design to launch a campaign to help fight rising numbers of street robberies in London.

Timed to coincide with the increase in street robbery after Christmas and New Year when many people have received new gadgets, the campaign highlights the importance of ensuring valuables such as smartphones, tablets, jewellery and cash are protected.

As many victims are targeted as they check their phones leaving the underground or waiting at city bus stops the creative is being rolled out across the capital’s tube network and transport hubs. Online activity will also feature in the initiative making used of the recently installed Wi-Fi network on the underground.

999 Design creative director John Speight, said: “We wanted to be explicit that thieves hold no regard for their victims or the belongings they steal. In the thieves' terms, they see the victims' belongings as 'easy cash' and people using these belongings in public as easy targets.

“We therefore built the concept around the thieves thought process - not only to expose their disregard but also to highlight how easy it is for them to carry out their crimes. In essence, a representation of the premise that 'thieves see your belongings differently'.”

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.