MTA-New Yorkers Keep New York Safe

The MTA’s newest security effort builds on the success of the iconic “See Something, Say Something” campaign by telling the story of what happens when real New Yorkers report suspicious activity in the metropolitan transit system.

Our new work, “New Yorkers Keep New York Safe” created by Arcade Creative Group and partner agency Pulsar Advertising, centers around community heroes: brave, every day New Yorkers who chose to step out of their hectic lives and take a moment to alert authorities of suspicious or potentially life threatening events.

Working with real MTA riders we uncovered the emotional impact of what it means to “say something” and why it is important to do so — in their own words.