According to and article by Andy Silvester, London Editor of The Times, the slogan has become part of the fabric of Britain. The creative process AML followed to develop an ‘earworm’ that “gets in your head through alliteration and repetition – then stays there” is described by AML CEO Ian Henderson.
The article covers how the campaign has been globally recognised and copied, including by Japanese station announcement collector Yaya-Tetsu who calls it “the most efficient train announcement in the world”. Government ministers and counter-terrorism experts attest to its effectiveness in increased reporting that keeps everyone safe.
Read the article here (paywall)
