On 22 November, the City of London Police launched its 2017 Christmas campaign. Similarly to previous years, the City of London Police delivered a local campaign targeting businesses, its transient community and residents, alongside a national campaign in its capacity as the national lead force for fraud.

To make sure there was consistency across both areas they were given the same branding and same social media hashtag #ThoughtThatCounts. This campaign branding was used to encourage people to take a moment during the Christmas rush to think before making a rash decision which could result in a myriad of consequences.

This year the national fraud campaign focused on ‘card not present fraud’ as the National Fraud Intelligence Bureau reports showed that this type of fraud was commonly being reported during the Christmas period. The local campaign focused on issues affecting City workers during the festive period particularly focusing on theft. The local campaign also asked people to think about drinking sensibly at this time of year to avoid long-term consequences.

Both Sky and the BBC published media coverage of the fraud campaign, alongside coverage in The Telegraph, the Times and the Daily Mail, while the campaign achieved over 30,000 engagements on social media. The local campaign achieved over 10,000 engagements on social media with 2,400 people viewing the video.