In the heart of the capital a purple line has been painted to proivide a vivid reminder of the unseen dangers lurking on bustling pavements with out-of-control scooter gangs.
A purple line outside Currys on Oxford Street in London (Image: PA)
A striking purple line urging warn shoppers not to risk using their mobile devices near the edge of pavements has been painted on Britain’s busiest high street in a bid to stop the nation’s phone snatching epidemic.
The ‘mind the grab’ campaign has seen the line and signage painted on London’s iconic Oxford Street to alert people to the dangers of the epidemic of the hordes of moped and e-bike-riding robbers who are committing thousands of drive-by crimes on unsuspecting victims as they walk along the busy pavements.
It is hoped the purple line will raise awareness and lead to a “nudge theory” change in public behaviour making it harder for the gangs to operate.
Data obtained through Freedom of Information request shows how in the Westminster area covering Britain’s busiest tourist spots last year, a phone was stolen every 15 minutes – working out at 94 every day and over 34,000 in total. Victims include Money Saving Expert Martin Lewis
It is hoped the purple line will change public behaviour (Image: PA)
Currys, the UK’s largest tech retailer, has devised the campaign with backing from Westminster Council, the Metropolitan Police Service and Crimestoppers.
Boffins from the Institute for Crime & Justice Policy Research (ICPR), based at Birkbeck University
will be conducting an independent study to track how the purple line affects people’s behaviour and whether it contributes to a drop in phone theft in the area.
The line, inspired by the iconic London Underground ‘Mind the Gap’ catchphrase, will be a reminder to pedestrians to step back from the kerb, keep their phone hidden and reduce their risk of snatch and grab theft.
Research commissioned by Currys, has found 77% of Brits view ‘phone snatching’ as a significant problem in the UK, rising to 88% in large cities such as London. This issue is causing 73% of people to feel fearful of having their phone stolen when in the capital.
The retailer is also piloting a new training scheme for store colleagues to support to victims – from contacting loved ones and the police, to cancelling cards and helping them get home safely.
They hope their bold initiative will be adopted by government and local authorities to expand the rollout and make it harder for criminals to operate.
Chief commercial officer Ed Connolly said: “Phone theft isn’t just about losing a device – it’s frightening, invasive, and cuts people off from their loved ones, their money, and their daily lives.
“Enough is enough. It’s time to draw the line on phone theft – that’s why we’ve launched the Mind the Grab campaign: a bold pavement marking we believe can make a real difference by encouraging people to step back from the kerb.”
“This trial aims to raise awareness and encourage behaviour changes to help people feel safer. And if the worst happens, we’re here to help. Our Oxford Street store colleagues will support victims – from calling loved ones and the police, to cancelling cards and helping them get home safely. Because practical, human support in those moments really matters.”
Gang grab thefts are at epidemic levels (Image: PA)
The Metropolitan Police is supporting the campaign as part of its broader strategy to tackle phone theft.
Supt Natasha Evans, the Met’s local policing lead for Westminster, said: “Officers are relentlessly pursuing criminal gangs intent on committing robbery and phone theft. We have increased patrols in hotspot areas to identify and deter perpetrators – and robbery has reduced by 20 per cent in the West End since April.
“We are putting extra officers into central London to help drive forward our focus on reducing crime and bringing offenders to justice. We’re also working closely with businesses in the area and support the campaign by Currys to encourage people to be aware of their surroundings to reduce the risk of becoming a victim.”
Ed Connolly, Chief Commercial Officer, Currys, Superintendent Natasha Evans, Metr (Image: PA)
Westminster Council also expressed strong support for the initiative, granting permission for the study trial.
“As part of our ongoing efforts to keep residents and visitors safe, we are pleased to support Currys’ innovative approach to reducing phone theft,” said deputy leader Aicha Less.
“This campaign is a great example of how we are working with partners to raise awareness about phone thefts and promote simple measures to stay safe in public spaces, such as keeping valuables out of sight and planning routes home in advance. Working closely with the Met and other partners in the Safer Westminster Partnership, we are committed to identifying the key crime and disorder issues facing our city and making the West End a safer place for visitors, residents and businesses.”
Kate Johnston of Crimestoppers charity said: “Mobile phone theft is not just a statistic—it’s a crime that leaves people feeling vulnerable and shaken. At Crimestoppers, our mission is to help make communities safer, and tackling the surge in phone theft is a crucial part of that work.
“Innovative approaches like Currys ‘Mind the Grab’ campaign, which uses clear visual cues such as the purple line to remind people to step back from the kerb and keep their phones out of sight, show how simple, well-designed interventions can raise awareness and change behaviour to reduce crime.”
“Prevention is only part of the solution. If you see suspicious behaviour or witness a theft, report it anonymously to Crimestoppers. Your information, no matter how small, could help prevent further crimes and keep our streets safer for everyone. Together, by staying vigilant, adopting these simple safety habits, and sharing what we know, we can make a real difference.”
