Jon Savell is the Senior National Coordinator for Protect and Prepare
Senior National Coordinator for Protect and Prepare, Deputy Assistant Commissioner Jon Savell, writes about why Counter Terrorism Policing is taking a renewed, proactive approach to our Run Hide Tell messaging.
Most of us go about our days assuming we’ll get home safely. I do too. And almost always, we will.
But part of my job is to think about the days we hope never come, and to make sure that, if they do, people have the best chance of getting home to their loved ones.
That’s why we’re reminding the public about the Run Hide Tell advice.
Run Hide Tell is simple safety advice for the public to follow if they ever find themselves caught up in a firearms or weapons attack. It is not new. In fact, it has been part of our public safety messaging since 2015.
But now, we are taking a renewed, proactive approach to ensuring that people across the country know and understand it.
What is Run Hide Tell?
At its core, Run Hide Tell is about empowering people with clear, actionable advice at a critical moment:
- RUN to a place of safety. This is a far better option than to surrender or negotiate. If there’s nowhere to go, then…
- HIDE Remember to turn your phone to silent and turn off vibrate. Barricade yourself in if you can. Then finally…
- TELL the police by calling 999 when it’s safe to do so.
Run Hide Tell is specific advice for firearms and weapons attacks only. If you are faced with a firearms or weapons attack, moving away from danger to a place of safety is the best option when you can.
Preparation matters
Sadly, the terrorist threat to our communities remains very real. The UK’s national threat level from terrorism continues to sit at ‘substantial’, meaning an attack is likely. The impact of attacks can be devastating – and research shows that people who know what to do are more confident in how to respond and better able to act with confidence.
Research tells us that prior awareness is crucial. People who received the guidance remained more likely to adopt protective behaviours and less likely to engage in risky behaviour than those who had not received any information. So, whilst seeing the advice in a public setting can feel alarming, familiarity with the guidance can save lives. That’s why this campaign focuses on preparation.
Why now?
This relaunch is not in response to any specific incident, intelligence, or recent event. It has been in the works for more than a year and reflects a strategic decision to strengthen public awareness as part of our Protect and Prepare work.
Run Hide Tell forms part of a wider effort to help people protect themselves and others if the unthinkable happens. It sits alongside other safety advice, such as Guide Shelter Report which launched in March for businesses and organisations.
Alert not alarmed
We know how important it is to be careful with public safety messaging. Our aim is for people to be alert but not alarmed.
This campaign is about building awareness of the advice and confidence in applying it.
Run Hide Tell is offered as guidance that people can carry with them in the background of their lives – much like fire safety advice or road safety rules. We hope it is never needed. But if it is, knowing it in advance could make all the difference.
Collective responsibility
Policing cannot keep people safe on its own. Public safety is strongest when individuals, communities, businesses, and public services are informed and ready to respond appropriately.
That is why we are working with partners to share this advice widely and responsibly. If you have a platform or a network, I encourage you to support the campaign and help amplify the message.
No one should have to imagine being caught up in a firearms or weapons attack. But resilience is built before a crisis, not during one. Run Hide Tell is about giving people the knowledge they might need before they ever need it.
Being prepared saves lives. In case the worst happens, make sure you know what to do.
To find out more about Run Hide Tell, visit: counterterrorism.police.uk/runhidetell