What is Currys’ ‘Mind the Grab’ Campaign and how a purple line plans to tackle phone theft on London streets

Londoners are being urged to keep away from the edge of pavements and hide their phones as part of a new anti-theft campaign. UK’s largest tech retailer, Currys, has teamed up with Westminster Council, the Metropolitan Police, and charity Crimestoppers to launch the “Mind the Grab” initiative.

The campaign features purple lines painted along Oxford Street, one of the capital’s busiest shopping areas.

Inspired by the London Underground’s “Mind the Gap” warning, the markings are designed to prompt people to step back from the kerb and reduce the risk of phone snatching.

What is Curry’s Mind the Grab?

This new safety campaign, called "Mind the Grab" on London’s Oxford Street, is to tackle the rising cases of phone theft. In partnership with Westminster Council, the Metropolitan Police, and Crimestoppers, Curry’s campaign features purple pavement lines near the edge of footpaths to remind people to step back from the kerb and keep their phones hidden.

The initiative is inspired by the London Underground’s “Mind the Gap” markings and aims to prevent thieves, often on mopeds or e-bikes, from snatching phones out of pedestrians’ hands.

The campaign comes in response to alarming figures, with over 34,000 phones stolen in Westminster in 2024, around one every 15 minutes. Research commissioned by Currys shows that 77 per cent of UK residents view phone snatching as a serious issue, rising to 88 per cent in large cities like London.

As part of the initiative, trained staff at Currys’ Oxford Street store are offering support to victims, while researchers at Birkbeck, University of London study the campaign’s impact. If successful, it may be expanded to other parts of the UK.

The same research showed that 73 per cent of people feel anxious about phone theft when in the capital.

Safety and support measures

In this trial, Currys has trained senior staff at its Oxford Street store to support victims of phone theft. Staff can help victims contact loved ones, alert the police, cancel bank cards, and get home safely. Customers purchasing phones will also receive practical advice on how to stay safe in public.

Deputy Leader of Westminster Council Aicha Less said, as quoted by Independent.uk, that the campaign is part of broader efforts to keep residents and visitors safe in public spaces.

She encouraged people to take simple steps such as keeping valuables out of sight and planning routes in advance.

Studying the impact

The purple line initiative is part of a pilot project led by the Institute for Crime & Justice Policy Research (ICPR) at Birkbeck, University of London. Researchers will monitor pedestrian behaviour and phone theft trends to evaluate the campaign’s effectiveness. The results are expected by the end of 2025.

A spokesperson from ICPR said the team is keen to see how visual cues and familiar phrases can change public behaviour in high-risk areas.

Kate Johnston from Crimestoppers said mobile phone theft leaves victims shaken. In the press release, she praised the campaign for raising awareness and encouraged people to report suspicious activity anonymously.