Metropolitan Police
Bike Theft
Campaign|Digital|Print design
Educating new and seasoned cyclists alike on what they can do to protect their bicycles from thieves.
Research has shown that most cyclists are unaware of how to keep their bikes safe. Locking a bike securely (using two good-quality locks to secure the frame and wheels, including a D-lock) greatly decreases the chance of a bike being stolen.
We were invited by the Met to create a campaign that would reduce bicycle theft in London and increase the number of recovered bicycles.
The target audience for the campaign covered commuters, enthusiasts, leisure cyclists and families. We created a suite of print and digital assets that incorporated the core themes of double-locking and registering bikes. Post-launch we developed a toolkit of marketing materials for use across the UK by all police forces.
The ‘Double Lock it’ icon was developed as a campaign mark to work as a common identifier across all assets in combination with a colour palette, technical illustration and font style that would clearly amplify the message. #DoubleLockIt
