It may be the UK’s most quoted, most spoofed public safety campaign.

However, with a 365% increase in reports to British Transport Police, probably the most effective.

‘See it. Say it. Sorted.’ has 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 ferry terminals. But most importantly of all, texts and calls to British Transport police relating to suspicious circumstances have increased by 365% in the 3 years the campaign has been running.

The phrase ‘See it. Say it. Sorted.’ has entered into the public consciousness. Brands have spoofed it, comedians quote it. It’s mentioned on Alan Partridge’s new audio book and even in the latest Asterix book.

But as long as ‘See it. Say it. Sorted.’ continues to help protect the UK’s transport network and its passengers, there’s no harm in a bit of criticism.

Visually echoing the minimal work of Frank Miller with a nod to Josef Müller-Brockmann‘s impactful safety posters from the 1950s, bold compositions were created. Strong geometric lines hinting at transport terminal architecture allowed the protagonists to stand out, always keeping a potential hostile ominously large and tightly cropped in the foreground for dramatic effect.