"Good Call" Builds on Successful Security Campaign

A new series of security–related ads are thanking MTA customers for their vigilance and reinforcing educational efforts in the war on terrorism.

Ads – headlined "Good Call" – are appearing on subways, rail cars, and buses throughout the region as well as in major and local newspapers.

The ads thank MTA customers for their vigilance and willingness to report suspicious items and/or individuals to the police and MTA employees.

The new campaign is an extension of the highly successful "If you see something, say something" ads that began in 2003. They serve to remind customers that continued watchfulness is necessary to help prevent terrorists from carrying out their plans and by reminding them to:

Be alert to unattended packages.
Be wary of suspicious behavior.
Take notice of people in bulky or inappropriate clothing.
Report exposed wiring or other irregularities.
Report anyone tampering with surveillance cameras or entering unauthorized areas.
Learn the basics of safe train evacuation at www.mta.info.

The "Good Call" ads were launched in the wake of incidents in London to both thank New Yorkers for there vigilance in recent years, and encourage them to remain vigilant. The ads use many of the same visuals and the familiar tag line–"If you see something, say something"– a campaign that has been widely copied by transit systems around the world because it delivers a powerful and easy-to-remember message.

"Good Call" print ads began appearing on July 26 in major newspapers, including the New York Times, New York Post, Newsday, Daily News, Journal News, Stamford Advocate, Greenwich Times, and El Diario. Additional insertions will appear regularly over the coming months. A radio version of the ad will be released in September.

All versions prominently feature the special anti-terrorism hotline telephone number, 1-888-NYC-SAFE.

Customer awareness is a single component of a multi-faceted approach to making the system more secure. Since 2001, the MTA Police Department has grown substantially, increasing its patrols of MTA railroad stations and terminals and adding a K-9 unit with bomb-sniffing dogs. MTA Bridges and Tunnels has increased the size of its enforcement division and instituted checkpoints at bridge and tunnel entrances to check for suspicious packages. It has also upgraded its Command and Control Center to allow for faster, more flexible responses to emergencies of all types. And New York City Transit has worked closely with the New York Police Department and various other anti-terrorism agencies to address the needs of the subway system.

According to MTA Deputy Executive Director/Director of Security William A. Morange, the help of passengers is critically important to maintaining a high level of security for the regional public transportation system. "It is impossible for the police departments to be everywhere and see everything. Our passengers extend our reach and-by sharing their information-make the system safer."

"Good Call" was developed at the MTA through its advertising agency, Korey Kay & Partners. The first generation of ads-launched in March 2003-introduced the idea of "If You See Something, Say Something." They were followed by more specific reminders that helped make riders aware that they could help improve system security by serving as additional "eyes and ears" of the system, alter to such objects as unattended packages or luggage.

In 2004 a third generation of ads featured a bomb-removal robot about to lift a suspicious package with one of two headlines: "Please Take Your Things. Or We Will" or "Did Anybody Find a Black Briefcase?" This graphic illustration of the consequences of leaving a package unattended was created to remind riders that they need to remain vigilant about their own packages as well as suspicious objects left by others.