The month-long campaign, created by Miles Calcraft Briginshaw Duffy, is aiming to encourage the public to become more proactive in the fight against terrorism and has been developed to run on radio, Tube posters and in newspapers.
Produced in partnership with British Transport Police, City of London Police and Transport for London, the campaign is targeting Londoners by alerting them to unattended or suspicious packages and the possible consequences of ignoring any activity, such as people coming and going from a flat at strange times, to unusual levels of activity at a lock-up garage.
The Met said the campaign is made up of two strands: the first is to encourage the public to be vigilant; the second is to urge people to report any concerns by using a confidential anti-terrorist hotline on 0800 789321, to be advertised in Loot.
Ads will feature in the Evening Standard and Metro newspapers and six-sheet posters will be placed on high street and roadsides. The concept has been adapted for the London Underground with escalator panels and 76 poster sites at Underground stations.
The posters will be backed by a 60-second radio ad on London stations Capital FM and Heart FM, starting on March 7.
Peter Clarke, deputy assistant commissioner at the Met, said: "The Metropolitan Police Service is working harder than ever to keep London safe from the threat of terrorism but we very much need the public's help to reduce the danger."
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