The Metropolitan Police Service is reminding the public to take some simple measures to help avoid becoming the victim of street robbery.
With thousands of Londoners sporting new smart phones, media players and jewellery following the holiday season we are advising owners to take care where they take them out in a bid to help curb a growing trend in luxury item robberies.
The pan-London marketing campaign will run from 10 January - 13 February and will involve radio, online and poster advertising. The campaign encourages the public to think about when and where they use their valuables. It also highlights how criminals see possessions as cash.
Radio partnership activity with Choice FM commenced from 6 January to coincide with young people returning to school with valuables they may have received/purchased over the festive break.
Radio adverts will be played on Capital FM, Choice FM, Kiss FM, X FM, Buzz Asia and Sunrise. The radio ads convey how thieves see the public’s possessions differently and advise them to take care where and when they display them. The adverts will also run online on Spotify, an online music streaming service.
Poster adverts will also be placed in high footfall areas such as transport hubs.
MPS Commander Simon Pountain said: "The MPS take street robbery very seriously - being robbed is a traumatic experience. However, the public can minimise the chance of it happening by taking some basic measures. When you are out, where possible try and keep any valuables hidden. Smart phones and media players are becoming must-have items for many people - that includes criminals too.
"Street robbery often occurs in and around transport hubs, where commuters, often lone women are targeted. Many robberies happen when people check their phones just after leaving underground stations, or when they are going about their business and may be distracted. Adults who have consumed alcohol and have less awareness of their surroundings are also more vulnerable. We are not asking the public not to use their phones or media players in public - we are just advising them to be vigilant about where and when they use them."