Magazine article Marketing

UK Mobile Brands Team Up to Fight Phone Theft

Magazine article Marketing

UK Mobile Brands Team Up to Fight Phone Theft

Article excerpt

The UK's leading mobile phone players have set aside their rivalries to launch a pounds 2m campaign aimed at cracking down on phone theft. Mobile phone theft currently accounts for one-third of all street crime.

The campaign, 'Immobilise', will inform the public they can disable their lost or stolen phones with one call. The work signals the industry's attempt to take a socially responsible lead.

Mobile networks Orange, Vodafone, T-Mobile and O2, and handset manufacturers including Nokia and Siemens, are funding the campaign, which has received the backing of Home Office minister John Denham.

Retailers The Link and Carphone Warehouse are spearheading the initiative, with advertising developed jointly by The Grand Union and Clemmow Hornby Inge.

The campaign revolves around an image of a mobile in a wheel clamp with the line 'stolen phones don't work'.

This follows the government's creation of the Central Equipment Identity Register, a database carrying numbers of all mobile phones reported lost or stolen in the UK. Customers report their missing phone by calling their network operator to have it entered on the register and disabled immediately. …

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