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Release date: March 13, 2012

*** Press Release ***

Images of PSAs (.pdf)

The San Francisco Municipal Transportation Agency (SFMTA), which oversees all transportation in the city, including the Municipal Railway (Muni), and the San Francisco Police Department today launched a new public service campaign to remind Muni customers that Muni stations and vehicles are an extension of city streets and require the same level of vigilance. Crimes on Muni are often crimes of opportunity. Customers can help deprive thieves of such opportunities by staying alert and aware of their surroundings.

“While overall crime on Muni is down 30 percent in January as compared to last January, larceny, including thefts of smartphones, tablets and other mobile devices, is up,” said Edward D. Reiskin, SFMTA Director of Transportation. “To thieves each of these devices is a target, not only on city streets, but also on public transit. We want our customers to stay safe and alert.”

“Crime on Muni is down, but theft-related crimes are largely preventable. They are preventable through education and awareness, and these campaign posters are a reminder to all of us who ride the buses and light rail vehicles,” said Chief Greg Suhr. “The Police Department applauds the SFMTA for being pro-active in helping to reduce these types of theft. Public safety is a collaborative effort that we must all join in together and be responsible for.”

In January SFPD tracked 30 larceny incidents on Muni citywide. The broader category of larceny includes thefts of mobile phones and other electronic devices. This is an increase of 5 incidents from January 2011 to January 2012. A 30 percent overall decrease in crime on Muni (108 to 75) from January to January shows decreases in every category besides larceny.

Recent targeting of smartphones and other high-end electronic devices by thieves are the focus of the public service ads. Two different versions show customers using an iPhone and an iPad and use the tag lines, “Be smart with your smartphone” and “Thieves know an opportunity when they see it,” respectively.

More than 2,000 of the ads are in place on Muni buses and light rail trains. Each of the nine Muni Metro stations also has one of the ads in place and a coordinated message will continue to play on Muni’s subway platform displays.

Muni Phone & Electronics Safety Tips

  1. Be aware of your surroundings and the people around you.
  2. Don’t allow your attention to become distracted from your property.
  3. If you are using an iPhone, don’t use the standard issue white headphones as these are identified with the devices.
  4. Use the security features, such as a security code log-in, to protect your information from identity theft.
  5. If you are a victim of a crime, do not resist. Take mental notes of the suspect’s description and report the incident to the police or Muni personnel immediately.
  6. If you see a theft in progress, please call 911.

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