UK government relaunches railway safety campaign

The Department for Transport and creative agency AML have relaunched the See It. Say It. Sorted. campaign, updating one of the UK’s most recognisable public safety initiatives.

First introduced in 2016, the campaign encourages passengers to report suspicious behaviour on the country’s railway and underground network. The new phase retains the familiar tagline but introduces updated scenarios and visuals to reflect a broader range of security concerns.

AML has produced nine new posters, which will appear across out-of-home and digital sites on trains, tubes and trams, as well as on social media through Train Operating Companies. Updated tannoy announcements have also been created to reinforce the message.

The posters use bold colours and a simplified design style to illustrate suspicious activity. One depicts a person photographing a security camera with the caption Are they checking out security? Another shows an unattended bag behind a bin with the line That looks a bit odd? A third features a person in a bulky coat alongside the caption Are they trying to hide something?

In addition to print and OOH formats, short animations of the ads will run on social platforms and digital out-of-home screens. All executions end with the tagline See It. Say It. Sorted. and urge the public to contact staff or text 61016 if they notice suspicious behaviour.

Lord Hendy, Minister, Rail : "See It. Say It. Sorted isn’t just an earworm that’s been the soundtrack to our trains for nearly a decade now – it’s a really important security and public safety campaign. It plays a crucial role in making our railways safe, and this refresh will help spread its message to even more people. We're committed to making our railway as secure as possible, which is why we're also improving CCTV connectivity, to help police identify offenders and bring them to justice faster – particularly key as we work towards our goal of halving violence against women and girls in the next decade."

Ian Henderson, CEO, AML: "The See It. Say It. Sorted. campaign not only entered the public consciousness, but it also became one of the most successful public information initiatives ever. We're proud to have created it back in 2016, and to be entrusted again to refresh it for today's audiences. The new work keeps the simplicity and directness that made the original so powerful, but updates it with bolder visuals, more contemporary design, and scenarios that feel immediate and relatable. Our aim is the same as ever: to make it easier for the public to spot suspicious behaviour and feel confident about reporting it – helping to keep everyone safe on the transport network."