‘See it. Say it. Sorted’ campaign gets refresh – but slogan stays same

Security message has been frequent – and for some, irritating – part of Great Britain’s public transport system since 2016

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 a decade after being introduced.

However, to the chagrin of those hoping the frequent announcements across the UK rail network could be scrapped, the government has only undertaken a mild “refresh” of the slogan, which was launched under Theresa May’s government 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” as the slogan enters a “new era”.

“‘See it. Say it. Sorted’ has become part of the national consciousness,” said the security minister, Dan Jarvis. “Whether you’re commuting into work or waiting for a coffee at the station we’re all familiar with the message.”