The 'See it. Say it. Sorted' security campaign, often described as the most irritating slogan in British transport history, has been refreshed a decade after its introduction. The slogan itself remains unchanged, but the campaign now features a 'bold new design' to make the British Transport Police's 61016 number more prominent.
Launched in 2016 under Theresa May's government, the campaign encourages passengers to report unusual items or activity. Security Minister Dan Jarvis said the slogan 'has become part of the national consciousness'. The number of reports has increased from an average of 30,000 a year before 2015 to more than 255,000.
Despite its effectiveness, the public has a love-hate relationship with the frequent announcements. In 2022, then Transport Secretary Grant Shapps called for a 'bonfire of banalities' to reduce PA system spam. The Times described the slogan as 'the most irritating slogan in the history of British transport'. However, the Department for Transport (DfT) deemed the campaign 'critical to enhance safety'.
The DfT confirmed that the frequency of announcements remains the same, with passengers not expected to hear messages on trains more than once every 30 minutes. The refresh includes upgraded posters and clearer wording for announcements. Lucy McAuliffe, Network Rail's route director for Sussex, said the campaign will 'keep our railway running reliably by encouraging passengers to be our eyes and ears'.
The refreshed materials will roll out gradually across England, Scotland, and Wales from Wednesday. The cost of the refresh has not been disclosed.
