UAE-based fitness chain GymNation has tapped into a London problem, offering an unexpected solution in an OOH campaign across the city. The problem? Phone theft. The solution an “escape” to Dubai for a self-defence retreat.

The billboards received 3,000 responses to their “scan quick before your phone gets nicked” QR code within a week. The retreat received 600-plus sing-ups. Giant billboards appeared in Hackney and Southwark last week, two of the worst hotspots for phone thefts in the capital, while guerilla posters in Soho, and advert bikes in Oxford Street and Picadilly Circus promoted the Self-Defence retreat.

The campaign offer of learning self-defence skills with UAE’s leading instructor, Jason Woodham, was well-timed with winter approaching. It comes at a period of escapism for British citizens, with Dubai being in the top three locations for winter sun bookings in 2025, according to MailOnline.

The campaign has triggered an avalanche of comments (positive and negative) online, racking up 3.4K upvotes on Reddit and hundreds of comments:

One user kristy_alina commented, “Tbh they created a phone theft hotspot as everyone scans the QR code 😂😂😂”

While another user asked, “Do they pay for your flights and hotel 😂” and YourKemosabe saw the funny side of the ad commenting “Scan quick before your phone gets nicked” made me chuckle I won’t lie.”

Spumar wrote, “I’ve seen people getting their phones snatched 4 times this year, last time it was to an elderly person , does make you consider leaving”

NowoTone asked, “I always ask myself why this is such a London problem”

GymNation CMO, Rory McEntee, commented, “This campaign is incredibly timely, with the Met Police just announcing a new dedicated chief to find new tactics to tackle phone thefts in London – and the theft figures are staggering,” 

According to Met Data, phone robberies last year hit a record high of more than 80,000 cases. 

 Woodham added, “It’s a misconception that learning self-defence is just about physical aggression, but actually it teaches you vital skills to reclaim your confidence, be more self aware, and feel empowered. We’re not advocating aggression – we’re teaching composure. When people feel strong, they make better decisions. They run if they must, they speak up when they can, and they stop living like victims.”

The Self-Defence retreat combines physical training, stress management, and urban awareness workshops, teaching participants how to project calm confidence and defuse threats before they escalate.