Currys launch 'Mind the Grab' phone theft initiative

Currys trials pavement markings on London's iconic Oxford Street to curb phone theft

Currys is launching a new campaign to spotlight the surge in phone snatching.

New research, conducted by Currys, shows 77% of Brits view phone snatching as a significant problem in the UK, rising to 88% in large cities such as London. 

Backed by Westminster Council, with support from the Metropolitan Police Service and Crimestoppers, the ‘Mind the Grab’ pilot study sees a striking purple line and signage added to the pavement on Oxford Street.

Crimestoppers is delighted to be supporting Currys’ ‘Mind the Grab’ initiative, as the bold visual prompt of a purple line serves as a powerful reminder to step back from the kerb and stay alert with our phones when we’re out and about.

Our charity is on hand to support those who have information - particularly about the gangs behind the surge in phone theft - and don’t want to speak to the police. 

You can contact us and stay 100% anonymous. Always. Call 0800 555 111 or speak up anonymously here on our website.

Ed Connolly, Superintendent Natasha Evans and Kate Johnston 
at the 'Mind the Grab' campaign launch.

Ed Connolly, Chief Commercial Officer at Currys, said:

"Phone theft isn’t just about losing a device - it’s frightening, invasive, and cuts people off from their loved ones, their money, and their daily lives.

“Enough is enough. It’s time to draw the line on phone theft - that’s why we’ve launched the Mind the Grab campaign: a bold pavement marking we believe can make a real difference by encouraging people to step back from the kerb. 

“This trial aims to raise awareness and encourage behaviour changes to help people feel safer. And if the worst happens, we’re here to help. Our Oxford Street store colleagues will support victims - from calling loved ones and the police, to cancelling cards and helping them get home safely. Because practical, human support in those moments really matters.” 

Kate Johnston, Director of Business Development at Crimestoppers, said:

"Mobile phone theft is not just a statistic—it’s a crime that leaves people feeling vulnerable and shaken. At Crimestoppers, our mission is to help make communities safer, and tackling the surge in phone theft is a crucial part of that work. 

“Innovative approaches like Currys ‘Mind the Grab’ campaign, which uses clear visual cues such as the purple line to remind people to step back from the kerb and keep their phones out of sight, show how simple, well-designed interventions can raise awareness and change behaviour to reduce crime.

“Prevention is only part of the solution. If you see suspicious behaviour or witness a theft, report it anonymously to Crimestoppers. Your information, no matter how small, could help prevent further crimes and keep our streets safer for everyone. Together, by staying vigilant, adopting these simple safety habits, and sharing what we know, we can make a real difference.” 

Photo credit: PA Media/Kieran Cleeves 

6 August 2025