Every sweltering summer, New Yorkers took out their most lightweight clothing, and took to the subways and buses in record numbers. Unfortunately, so did thousands of thieves intent on stealing their jewelry.

The chain-snatching epidemic was on. Everyone looked to the MTA to help stop it.

The answer was simple: one inexpensive :30 second T.V. spot, one simple subway car card. Within one week of the program's launch, chain-snatching plummeted 30%; within a month, over 60%.