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'See it. Say it. Sorted' slogan survives campaign overhaul

September 16, 2025

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The Guardian

It has been described as the most irritating slogan in the history of British transport, and now the infamous "See it. Say it. Sorted" security campaign is getting an overhaul.

- Mark Sweney

However, to the chagrin of those hoping the frequent announcements across the UK rail network would be scrapped, the government has only undertaken a mild "refresh" of the slogan, which was launched in 2016 to encourage passengers to report unusual items of activity.

The refresh extends to a "bold new design" to make the British Transport Police's 61016 number "more prominent" for a "new era".

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