The UK government's iconic and often debated anti-terrorism campaign, 'See It. Say It. Sorted.', is set for a major digital overhaul with a £3 million investment. Despite widespread criticism and accusations of fostering public anxiety, its core slogan will remain unchanged.
The Home Office confirmed the substantial refresh, aimed at propelling the nearly decade-old initiative into the modern digital landscape. The update will focus on new digital screens and a revamped public information film, all designed to maintain the campaign's presence across Britain's transport networks.
A Slogan That Stirs Debate
Since its launch in 2016, the phrase has become a ubiquitous part of travel, heard by millions on trains and in stations nationwide. However, it has faced persistent criticism from human rights groups and academics. Organisations like Liberty have long argued that the campaign promotes a culture of suspicion and has been ineffective, with little evidence to show it has thwarted terrorist plots.
Critics contend it places the burden of public security on untrained citizens and can contribute to discriminatory profiling. Despite these concerns, the government and security officials stand by its value as a vital public engagement tool.
What the Refresh Entails
The multimillion-pound investment will fund:
- New digital advertising screens across the transport network.
- A updated public information film for broadcast in stations and online.
- A sustained presence on rail, Tube, and tram systems for the foreseeable future.
A government spokesman emphasised that the campaign empowers the public, giving them the confidence to report suspicious activity, ultimately helping the police to keep people safe.
Enduring Presence Amidst Scrutiny
This refresh signals the government's commitment to retaining the campaign as a cornerstone of its public security strategy. While the slogan remains a fixture, the overhaul aims to ensure its message continues to resonate in an increasingly digital world, ensuring that the instruction to 'See It. Say It. Sorted.' remains ingrained in the British public consciousness for years to come.
