It was the most irritating slogan in the history of transport. Now the infamous “See it. Say it. Sorted” security campaign is getting an overhaul – a decade after being introduced.
“‘See it. Say it. Sorted” has become part of the national consciousness since it was launched under Theresa May’s government in 2016 to encourage passengers to report anything they saw that was out of the ordinary. “Whether you’re commuting into work or waiting for a coffee at the station, we’re all familiar with the message,” said the security minister, Dan Jarvis.
Why you love it
From a comms point of view, the success of this odious public address announcement is clear; the campaign has obviously achieved its objectives. The number of reports has increased from an average of 30,000 a year before 2015 to more than 255,000 – which is a concrete measure of success.
Why has it been so successful? I think its success lies in the way it is constructed. Because many passengers believe the ending of the slogan is an instruction to “sort it” rather than reassurance the issue will be “sorted.”
“This refreshed campaign will ultimately keep our railway running reliably by encouraging passengers to be our eyes and ears,” said Lucy McAuliffe, Network Rail’s route director for Sussex and crime lead for the southern region. Judged by the number of reports alone, that’s a fair conclusion.
Why you hate it
Of course, the public has developed a love-hate relationship with it. In 2022, the then transport secretary, Grant Shapps, called for a “bonfire of banalities” to reduce the amount of public address system spam rail passengers were forced to endure. The policy sparked widespread media coverage putting the spotlight on “See it. Say it. Sorted,” which the Times described as “the most irritating slogan in the history of British transport.” For the record, I was with Shapps all the way, trying to work on a crowded train constantly being interrupted by automated announcements, as well as train guards who thought they were comedians. While the Department for Transport (DfT) admitted that some Network Rail stations in London had been making the announcement at “twice the frequency required,” the slogan was saved because the campaign was considered so critical to safety.
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. This extends to a “bold new design” as the slogan enters a “new era.” The refresh includes a “makeover” of the posters to make the British Transport Police’s 61016 number “more prominent”, while the train and station announcements have “had an upgrade to make their wording clearer”.
Why it’s on your mind
The slogan is an accidental example of tricolon – where the third element of the phrase provides the punch line. When looking for examples of tricolon, you might think of Dr Johnson, “Claret is for boys; port for men; but he who aspires to be a hero must drink brandy” or Caesar’s “Veni, Vidi, Vici.” In the automotive space, you might consider Jag’s “Grace. Space. Pace” or Mazda’s “Vroom, Vroom, Vroom.”
I think the power of tricolon as a rhetorical device explains why this phrase has become something of a cultural phenomenon – entering everyday vocabulary. The rhythm and the repetition are important. That’s what makes it memorable. That’s what makes it persuasive. That’s what makes it engaging and easy to recall (even if that does lead listeners to assume it ends with “sort it”.)
That’s why it could inspire See it. Say it. Sorted. The Musical at the year’s Edinburgh Fringe. Before you write off good writing as “style over substance”, ask yourself – of how many public service announcements can that be said?
The DfT, which said the refreshed posters and announcements would “roll out gradually” across England, Scotland and Wales from Wednesday, did not reveal how much the “refresh” of the campaign cost.
Written by: James Staunton, Director
Read our next blog on: How to be seen and heard when news avoidance is increasing (bclear.co.uk)