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MTA Launches Updated Security Campaign

As part of an ongoing effort to make and keep its network safe, the MTA has launched the third generation of its security campaign with reminders to riders not to leave their bags behind.

The ads are part of the ongoing “If You See Something, Say Something” campaign. Earlier ads were geared toward making riders aware that they could help improve system security by serving as additional “eyes and ears” of the system.

The new ads feature a bomb-removal robot about to lift a suspicious package and have one of two headlines: “Please Take Your Things. Or We Will” or “Did Anybody Find a Black Briefcase?” This graphic illustration of the consequences of leaving a package unattended was created to remind riders that they need to remain vigilant about their own packages as well as suspicious objects left by others.

More than 10,000 copies of the SubTalk, BusTalk, and TrainTalk posters — in both English and Spanish — are being placed on the subways, buses, and trains operated by MTA New York City Transit, MTA Long Island Rail Road, MTA Long Island Bus and MTA Metro-North Railroad. They feature the same bright yellow-orange background and the MTA tagline, “If you see something, say something,” a message that has proved to be highly effective by enlisting the aid of riders in improving MTA security. The ads prominently feature the special anti-terrorism hotline telephone number, 1-888-NYC-SAFE.

The ads were developed by Korey Kay and Partners, which created the first two iterations of the campaign.

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 adding 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.

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