What’s new?
The new iteration keeps the famous tagline but expands its focus, drawing attention to a broader range of behaviours and scenarios the public should be alert to on trains, tubes, and trams. The campaign features nine new posters, each with bold, vibrant colours and a fresh illustration style. The designs are more modern and direct, helping the public quickly recognise situations that might not feel right.
The refreshed campaign will be 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.
Why it matters
The importance of this campaign hasn’t diminished over time. If anything, it’s grown. Rail Minister, Lord Hendy, agreed by saying:
“‘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.”
A campaign that lasts
For AML, this refresh is about building on what already works. As Ian Henderson, CEO at AML, put it:
“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.”
