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I felt privileged to be invited to write the substantial Crime Prevention section of the Metropolitan Police Service’s new website. The brief was to adopt a warm, advisory tone of voice as opposed to one that might be construed to be didactic. No one likes to be preached to.

The end result, throughout, is a far more inclusive tone – and a much cleaner, stylised design – which, combined, portray the Met in a much more approachable and contemporary light. And I came away feeling good in having done my bit in helping people to protect themselves, their homes, businesses, vehicles, sheds, bikes, belongings and identities.
Go Native
Digital v2
Metropolitan Police | Website
Digital v2
Metropolitan Police | Website
Example text from How to keep your vehicle safe and sound:

Copy Start Stolen wheels are valuable, either as parts or for their scrap value. Using locking wheel nuts reduces the risk of your vehicle’s wheels being stolen. Besides, your vehicle will always look better on wheels than on a pile of bricks.
Copy End
Digital v2
Metropolitan Police | Website
Example text from How secure is your shop?:

Copy Start You’ve invested a lot of time, energy and money in setting up shop. Unfortunately, shops attract shoplifters. So whether you're a shop owner or a floor manager in a department store, we’re here to offer you advice to help you protect your livelihood.
Copy End
Digital v2
Metropolitan Police | Website
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