Metropolitan Police: Driving moped crime off the road, one nudge at a time

The Metropolitan Police, a British police force, decreased moped crime and snatch-theft in the UK by launching a set of communications that primed moped riders to the risk of theft and prompted action.

Campaign details

Brand: Metropolitan Police Client: Metropolitan Police Agency: AMV BBDO

Executive Summary

Moped-enabled crime had become a front-page issue, with over 23,000 incidents in 2017 alone. Our operational response has been robust, but countering the crime directly isn't straightforward, and changing smartphone behaviour to enable the public to

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