UK Government Refreshes Iconic 'See It. Say It. Sorted.'

The Department for Transport and AML have launched a new iteration of the country’s best-known public safety campaign, 'See It. Say It. Sorted.'

The original 'See It. Say It. Sorted.' campaign, also created by AML, first launched almost a decade ago in 2016 and is one of the most effective public information campaigns of all time. Running primarily on Britain's railway and underground network, it encourages the public to report suspicious behaviour to staff or the British Transport Police.

The new campaign continues to use the iconic 'See It. Say It. Sorted.' tagline but focuses on highlighting a wider range of suspicious behaviours and situations that members of the public should look out for on public transport.

AML’s new refreshed campaign features a series of nine new posters running across OOH and DOOH sites on the UK’s railway, tube and tram network and on digital and social media channels through Train Operating Companies in the UK in the coming weeks. Updated tannoy announcements have also been created to accompany the new posters and their updated messaging.

The posters illustrate different suspicious activity. One shows a graphic illustration of a hand holding a phone taking a photo of a security camera, with the question “Are they checking out security?” in a thought bubble.

Another in the series has an image of an unattended bag behind a public bin, with the line 'That looks a bit odd?'. Another features an image of a person in a bulging coat, with the line 'Are they trying to hide something?' in the accompanying thought bubble.

The colours used are bolder and more vibrant with a new modern illustration style and simpler layouts.

The posters urge the public to speak to a member of staff or text 61016 if they see suspicious behaviour, and they end with the famous line: “See It. Say It. Sorted.” Short animations of the ads will run across social media and on DOOH.

Rail Minister, Lord Hendy, said, "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 at AML said, “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.”