It was no secret that the subways of New York City weren't the safest place in town. What was a secret was that there actually were ways to travel more safely. The MTA was losing ridership - and riders. They asked for a powerful communications program. They got one, in a series of posters, radio spots and one television commercial entitled "Interview With A Mugger." Traditionally, advertisers feel fortunate if one in ten viewers remember their commercial at all, and if they recall 20-20% of the message. "Interview" scored a 98% in unaided recall, and a 78% verbatim recall of the copy. In other words, everyone who saw the spot remembered it, and three-quarters of the people recalled the words exactly. Crime plummeted, and ridership climbed. Almost overnight.