Client: Currys
Mind the Grab shows what modern PR can do when creativity is applied to real-world problems. With phone theft in the UK at epidemic levels, Currys set out to change behaviour where risk is highest by reimagining the UK’s most familiar safety cue, Mind the Gap, for the street. On London’s Oxford Street, a simple purple line marked the reach of a phone snatcher’s arm, prompting people to instinctively stand back from the kerb. Mind the Grab translated a complex public issue into a single, intuitive intervention. It delivered measurable behaviour change, not just awareness. It combined creativity with academic rigour and public safety governance. And it drove trust, political support and demand for replication beyond the pilot site. This is PR-led creativity with genuine impact.
