'Mind the Grab'

ICPR is collaborating with Currys – the UK’s largest tech retailer - and RED Consultancy on evaluating the effectiveness of the ‘Mind the Grab’ anti-phone theft initiative. Currys is launching a new campaign to spotlight the issue of mobile phone theft from people’s hands on busy pavements by those on mopeds and e-scooters. 

Backed by Westminster Council, with support from the Metropolitan Police Service and Crimestoppers, the ‘Mind the Grab’ pilot study sees a striking purple line and signage added to the pavement on Oxford Street - a road that is home to many of the UK’s biggest retail names, including Currys. The line, inspired by the iconic London Underground ‘Mind the Gap’ catchphrase, will be a reminder to pedestrians to step back from the kerb, keep their phone hidden and reduce their risk of snatch and grab theft. ICPR will assess the impact of visual street markings/branding on public behaviour and phone theft rates in Westminster. The work combines observation, crime data analysis, and public engagement to provide robust evidence on the initiative's effectiveness. Mobile phone theft remains a significant problem in urban centres, particularly in Westminster, London. This pilot initiative requires evaluation to assess its impact before potential wider implementation. Nudge theory offers a promising framework for this initiative, as it focuses on subtle interventions that alter people's behaviour in predictable ways without forbidding options or significantly changing economic incentives. The 'Mind the Grab' markings represent a classic nudge – they serve as visual reminders at critical moments to influence decision-making without restricting freedom of choice. By applying behavioural science principles, these nudges aim to make phone users more mindful of their surroundings and protective of their devices, particularly in high-risk areas

Evaluation aims

• Evaluate the effectiveness of the ‘Mind the Grab’ markings in changing public behaviour regarding mobile phone security
• Assess the initiative’s impact on phone theft rates in the designated area(s)
• Provide recommendations for improving and scaling the initiative
• Develop insights for further improvements to victim support services  

Methodology 

ICPR will take a mixed-methods approach combining: 

Pre and post intervention analysis 

• Baseline observations of public behaviour pre and post installation (this includes reviewing other concurrent/existing campaigns on preventing phone theft in central London).
• Before-and-after crime data assessment using MET data (ICPR to work with RED in obtaining data from MET or Mayor's Office for Policing and Crime (MOPAC). 

Public awareness analysis 

• Collation of feedback with the public in intervention area(s) to gauge awareness assessment of the initiative and its messaging and self-reported behaviour change 

Press coverage

The initiative has been covered by media outlets including the Telegraph, the Independent and the London Evening Standard.