Our creative idea was to hire sleight-of-hand professionals to back pocket commuters (i.e. discreetly drop something in commuters' pockets instead of picking it). The item dropped was a detailed pocket safety guide that gave comprehensive information on how pickpockets operate and tips to safeguard against them. We believed this to be a highly effective solution as it demonstrated in real time the ease with which someone could get into people's pockets without them having a clue. The impact was intended to shake commuters out of it-couldn't-happen-to-me attitude and take action.

The initial desired result of generating word-of-mouth both on ground and online was almost instantaneous.

A repeat study after this exercise showed now 56% commuters were aware of measures to protect themselves from pick pockets.