Continued vigilance on everyone's part–from riders to workers to the bomb-sniffing dogs that patrol the system–is helping to keep subways, buses, and commuter rail lines safe.

That's the message in the latest series of ads from the Metropolitan Transportation Authority to communicate to customers of MTA New York City Transit, MTA Long Island Rail Road, MTA Long Island Bus, MTA Metro-North Railroad, and MTA Bus Company.

One of the ads in the series, dubbed "The Eyes of New York," features close-up photographs of a dozen sets of eyes with the headline "There are 16 million eyes in the city. We're counting on all of them." The ads remind customers of the need to stay aware of their surrounds and to report anything suspicious. The ad concludes with the MTA tagline, "If you see something, say something."

Other print ads in the series feature members of the MTA Police K-9 Division with the headline "You use your eyes. He'll use his nose."

"We want to reinforce among our customers how important it is that they continue to be aware of their surroundings and to report suspicious activity or packages," said MTA Executive Director Katherine N. Lapp. "As events in Madrid, London, and other cities have demonstrated, the threat of terrorism remains very real, and we need to remind ourselves not to become complacent."

The ads will appear in local newspapers through the end of November and will be featured on subways, buses, and rail cars. A radio version, which talks about the millions of eyes of New Yorkers, has also been developed.

All versions prominently feature the special anti-terrorism hotline telephone number, 1-888-NYC-SAFE.

Customer awareness is a single component of a multi-faceted approach to making the system more secure. Since 2001, the MTA Police Department has grown substantially, increasing its patrols of MTA railroad stations and terminals and building a K-9 unit with bomb-sniffing dogs. MTA Bridges and Tunnels has increased the size of its enforcement division and instituted checkpoints at bridge and tunnel entrances to check for suspicious packages. It has also upgraded its Command and Control Center to allow for faster, more flexible responses to emergencies of all types. And New York City Transit has worked closely with the New York Police Department and various other anti-terrorism agencies to address the needs of the subway system.

According to MTA Deputy Executive Director/Director of Security William A. Morange, the assistance of passengers is critically important to maintaining a high level of security for the regional public transportation system. "It is impossible for the police departments to be everywhere and see everything. Our passengers extend our reach and-by sharing their information-make the system safer."

"The Eyes of New York" was developed at the MTA through its advertising agency, Korey Kay & Partners. The first campaign–launched in March 2003–introduced the concept of "If You See Something, Say Something." It was followed by more specific reminders that helped make riders aware that they could help improve system security by being alert to such objects as unattended packages or luggage; and in 2004 a third generation of ads featured a bomb-removal robot about to lift a suspicious package with one the headline: "Please Take Your Things. Or We Will."

All of the ads continue to feature "If You See Something, Say Something." Since the phrase was introduced by the MTA in 1993, dozens of municipalities in this country and around the world have asked permission to use it in their own anti-terrorism campaigns.