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See It. Say It. Sorted.



As a major part of the national infrastructure, the security of the UK’s transport network and its 9.5 million daily passengers can’t be overstated. However research has uncovered a number of obstacles that prevent people from reporting suspicious items or behaviour. They don’t trust their instincts when they sense something’s wrong. They worry that making a report will mean ‘getting involved’. And even if they do report something, people don’t trust it will be followed up. Add the fact that they see (or don’t see) public service posters as ‘wallpaper’, and we were faced with a huge challenge to engage and motivate the British public to help keep the UK’s trains, buses, trams, planes and boats safe.


‘See it. Say it. Sorted.’ In just five words, we created a memorable and motivating call to action for passengers, from Dundee to Dover. If people see something unusual, they can speak to a member of staff or text British Transport Police, and they’ll sort it. It’s a simple slogan with a lot of smart thinking behind it. We worked with the Department for Transport, behavioural experts, operators and passenger focus groups to give the public the confidence to act on their instincts and to know that their report would be ‘sorted’. And to make sure the campaign is anything but wallpaper, we’ve illustrated the posters in the high-contrast style of the graphic Sin City novels.




‘See it. Say it. Sorted.’ was launched at London Waterloo by the Rail Minister, Paul Maynard. It’s appeared on 11,000 static and digital posters, and been broadcast as tannoy announcements across 5,000 stations and 13,000 trains. The campaign can now also be seen and heard on buses, trams, the London Underground, airports and, soon, ferry terminals. But most importantly of all, texts and calls to British Transport police relating to suspicious circumstances have increased by 90%. The phrase ‘See it. Say it. Sorted.’ has entered into the public consciousness. Brands have spoofed it, comedians quote it. It’s appeared on a poster at Twitter’s UK HQ and in The Times newspaper as the name for a column about pronunciation. Of course, some people find it irritating. But as long as ‘See it. Say it. Sorted.’ continues to help protect the UK’s transport network and its passengers, we’ll take a bit of criticism.


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