Currys phone theft campaign captures consumer caution

Currys ‘Mind the Grab’ campaign by Red Consultancy raises awareness of the phone theft epidemic plaguing the UK. For creatives, however, the partnership potential of this sort of campaign is intriguing.

Currys’ idea was a simple one. By placing a purple line along a stretch of pavement on London's iconic Oxford Street, the brand is encouraging passersby to stand back from the kerb and 'Mind the Grab'.

The campaign follows research commissioned by Currys, which shows that 77% of Brits view 'phone snatching' as a significant problem in the UK, rising to 88% in large cities such as London. 

This issue is causing 73% of people to feel fearful of having their phone stolen when in the capital. 

Data obtained through a Freedom of Information request, meanwhile, reveals how in Westminster last year, a phone was stolen every 15 minutes - that’s 94 a day and over 34,000 in total. Increasingly, these thefts involve criminals on mopeds or e-bikes snatching phones straight from people’s hands on busy pavements. 

Currys' campaign to spotlight the issue is not just a self-serving stunt, however. The effort is 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. 

In partnership with the Institute for Crime & Justice Policy Research (ICPR), based at Birkbeck, University of London, Currys aims to raise awareness, and in turn, change the public’s behaviour. 

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. 

The retailer is also piloting a new training scheme for store colleagues to support victims – from contacting loved ones and the police, to cancelling cards and helping them get home safely. 

The campaign marks the first step in Currys’ wider Mind the Grab campaign , an initiative to ‘shift public habits and help eradicate phone theft on high streets, with ambitions to work with government and local authorities to expand the rollout and make it harder for criminals to operate.

“Phone theft isn’t just about losing a device - it’s frightening, invasive, and cuts people off from their loved ones, their money, and their daily lives,” said Ed Connolly, chief commercial officer at Currys.  "Enough is enough. It’s time to draw the line on phone theft - that’s why we’ve launched the Mind the Grab campaign: a bold pavement marking we believe can make a real difference by encouraging people to step back from the kerb.” 

“This trial aims to raise awareness and encourage behaviour changes to help people feel safer. And if the worst happens, we’re here to help. Our Oxford Street store colleagues will support victims - from calling loved ones and the police, to cancelling cards and helping them get home safely. Because practical, human support in those moments really matters.”