Metropolitan Police

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


By Gillian West, Social media manager

January 16, 2013 | 2 min read

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'.”

Metropolitan Police

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