An initial email was sent out to 225,000 Londoners inviting recipients to decide if scenarios were worthy of a call to 999 or not. In fact none of the scenarios were 999 suitable. Instead users were invited to enter which London borough they lived so that they could be served their specific local police number via instant pop-up. The correct police number was displayed and could be forwarded straight to the persons mobile phone and permanently stored in the memory ready to be used in the future if required.

• It was felt that email and SMS offered a solution that could create impact and immediacy.• 43% of the audience felt motivated enough to open the email (vs industry average of 25%). • Almost 4,000 people viewed their local borough police number. • 37% of those people had the number sent via SMS. • This percentage is extremely encouraging, considering increasing scepticism regarding handing over such personal details.