Mind the Grab’: Bold Campaign Launched on Oxford Street to Combat Phone Theft

Published: 06 July ‘2025. The English Chronicle Desk

In a striking initiative aimed at tackling the growing menace of street crime in central London, Britain’s largest electronics retailer, Currys, has unveiled a bold new campaign on Oxford Street urging pedestrians not to use mobile phones near the edge of the pavement. Named “Mind the Grab”, the campaign is a creative twist on the famous “Mind the Gap” warning used on the London Underground, and comes in response to a dramatic surge in mobile phone thefts across the capital.

Bright purple lines have been painted along one of London’s busiest shopping streets as a visual reminder for pedestrians to step back from the kerb and conceal their phones from opportunistic thieves. According to data obtained via a Freedom of Information request to the Metropolitan Police, a staggering 34,203 mobile phones were stolen in Westminster in 2024 alone – equating to 94 thefts every day, or roughly one every 15 minutes.

These thefts, often carried out by criminals on mopeds or e-bikes, have become an increasingly alarming problem in urban areas. Victims frequently experience more than the loss of a device – the act can be sudden, traumatic, and deeply disruptive to daily life. Many are left isolated, without access to their contacts, finances, or means to call for help.

Currys has taken a proactive stance not only by initiating this awareness campaign but also by training staff at its flagship Oxford Street store to assist theft victims – offering help to contact loved ones, cancel cards, report the theft, and arrange safe transport home.

The campaign has garnered support from Westminster Council, the Metropolitan Police, and the national charity Crimestoppers. Deputy council leader Aicha Less praised the collaborative approach and its focus on public safety. She emphasised the importance of simple precautionary habits such as keeping valuables out of sight and preparing safe travel routes.

Ed Connolly, Currys’ Chief Commercial Officer, remarked that the campaign is more than symbolic—it aims to prompt real behavioural change. “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. Enough is enough.”

The campaign is also being studied by researchers at the Institute for Crime & Justice Policy Research (ICPR), based at Birkbeck, University of London. Their team is investigating how “nudge techniques”, such as pavement markings and memorable slogans, can influence public habits and reduce street-level crime. One ICPR spokesperson highlighted the novelty of the purple lines combined with the culturally familiar phrase as a promising tool for social impact.

Currys’ commissioned survey of over 2,700 people revealed that 77 percent of Brits believe phone theft is a serious issue, a sentiment that rises to 88 percent in larger cities like London. The fear of falling victim to such crimes affects 73 percent of people visiting the capital.

With its combination of civic collaboration, research-backed methods, and striking street visuals, the “Mind the Grab” campaign could signal a new direction in tackling street crime through public education and urban design – a simple but potentially powerful way to make London’s streets safer.