Posted In: PR by
Becky Gaskell,
October 30, 2025
By Becky Gaskell, PR Account Director
Phone theft is a growing concern, currently all over our TV and social channels. The constant worry about a moped or e-bike snatching a phone from your hand is a real worry that people feel daily.
Currys, the UK’s largest electrical retailer, didn’t just ignore this worry; they turned it into a powerful public relations campaign that’s a perfect example of activation PR.
Activation PR is a type of public relations that goes beyond traditional press releases and media outreach. It’s about creating an engaging, real-world experience that brings a brand’s message to life and encourages people to interact with it. Instead of just talking about a problem, we use activation PR to take a proactive step to address it. This approach creates a memorable experience that generates media buzz and fosters a deeper connection with the public. It moves the brand from being a distant entity to an active participant in the community.
The Currys “Mind the Grab” campaign is an excellent example. They tapped into the real, widespread anxiety around phone theft and created a campaign that was both practical and symbolic. In partnership with Westminster Council, the Metropolitan Police, and Crimestoppers, Currys launched a pilot on Oxford Street, a major London high street with a high incidence of phone theft.
The campaign’s core was a simple, yet impactful, action: they painted a striking purple line on the pavement. This line, inspired by the famous “Mind the Gap” warning on the London Underground, serves as a visual cue to pedestrians. It reminds them to step back from the kerb and be mindful of their phones, reducing their risk of becoming a victim of a “snatch and grab.”
Beyond the pavement markings, Currys also trained staff at their Oxford Street store to provide support to victims of phone theft, including helping them contact family, cancel cards, and get home safely. This initiative isn’t just about selling phones; it’s about a brand demonstrating that it understands and cares about its customers’ safety and well-being, even when they’re not in the store.
This campaign is a success because it’s more than a stunt; it’s a genuine effort to address a serious societal problem. By linking their brand to a widely-felt worry, Currys achieved several key things:
It builds trust: By partnering with official bodies like the police and Crimestoppers, and using Freedom of Information (FOI) data, the campaign also revealed a phone was stolen every 15 minutes last year, Currys positions itself as a responsible, credible corporate citizen. The in-store victim support further solidifies this image, showing that they’re committed to helping their community.
The Currys “Mind the Grab” campaign shows the power of activation PR. By connecting a brand to a real public worry and taking a meaningful, physical action, a company can create a campaign that not only raises awareness but also builds a strong, positive reputation.
Is your brand ready to move beyond traditional PR and into the realm of impactful, real-world engagement? At Boutique, we specialise in creating innovative activation PR campaigns that resonate with the public and build lasting brand loyalty. We can help you identify a pressing issue, develop a creative solution, and execute a campaign that makes a real difference.
To find out how we can help your brand create a powerful opportunity for action and engagement get in touch at hello@weareboutique.co.uk.
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