In 2002, following the September 11, 2001, terrorist attacks, the MTA introduced the slogan "If you see something, say something." The campaign, which was based from a theme created by Korey Kay & Partners, consisted of public safety announcements, posted on advertisement boards in stations, subway, buses, and trains, urging people to report suspicious activity. Allen Kay, CEO of Korey Kay and Partners, stated in 2007 that the company had to do a lot of research to ensure that consumers understood the message correctly. Since 2002 the campaign has evolved from simple print ads to television spots, and reports of suspicious packages in the system rose over 40-fold, from 814 in 2002 to over 37,000 in 2003.