Post a Sign, Prevent a Crime

by Sam Ott

Last month, five UniBank branches in the Blackstone Valley of South Central Massachusetts implemented a simple, low-cost program to combat an alarming 64% annual increase in bank robberies in the state.

Under the new policy, the bank simply posts signs at the public entrances of its facilities requesting all individuals remove hats, hoods and sunglasses upon entering the bank. The new policy, which was the brainchild of a special task force, the Bank Robbery Working Group formed by the Massachusetts Bankers Association, can be made operational almost overnight and has been very well received by the bank's customers.

The idea for the policy arose after Unibank and other task force members noticed that many bank robbers attempt to disguise their appearance by wearing various types of headgear and dark sunglasses.

The fact is that many robbers never show a weapon; they simply quietly hand the teller a note demanding money, hoping not to draw attention to themselves. Their goal is to avoid alerting other bank personnel, customers and security people. The fewer eyes that are focused on them the better the odds they will not be identified. And if they are caught on a security camera, the disguise shields their identity. By requiring hats and sunglasses to be removed, the usefulness of surveillance photographs is greatly increased.

Unibank participated in the robbery task force and their representative suggested to bank management that they try out the concept. Charlene Leith, UniBank Marketing Officer noted, "We can't take credit for the idea. It was part of the task force, but we were proactive in getting the message out before the recommendation was released." In addition to the posting of signage, the task force also suggested institutions station guards or greeters inside branches and install video monitors just inside entrances that would show an individual on camera as soon as they entered the branch.

Ms. Leith noted that since September 11, and with the increase in bank robberies, everyone was nervous. Bank employees have been trained to be more aware of customers and people who visit their locations. "The program helps people feel more safe," she said. "Some customers ask questions, but once they are made aware of the reason, they understand."

The bank was very concerned about the initial reaction of its customers and has taken steps not to embarrass anyone. The text of its sign simply states:

In conjunction with The Northbridge Police, UniBank respectfully requests that you remove hats, hoods and sunglasses for the safety of all customers and employees. Thank you.

The signs are posted at all entrances, but tellers do not ask customers who ignore the signs to remove headgear or sunglasses. The bank recognized that some customers may have special needs, such as, someone who wears sunglasses due to cataract or other eye ailments or wears a hat or hood while undergoing chemotherapy.

At the present time the bank has does not utilize greeters or video screens. The bank's facilities are located in five communities with populations of 15,000 or less. If someone does not heed the signs and remove their hat, hood or sunglasses, the bank staff and even their other customers instantly are more aware of that person and their actions. Ms. Leith mentioned, "A great thing about the whole idea is that local police are involved and the safety of customers is the major concern."

The local press was very receptive to the idea and the national media, including The New York Times and other newspapers from around the country, have picked up the story. Even the Today Show filmed a segment in the bank lobby. "You just can't buy that kind of publicity. It's a Marketing Officer's dream. We are just glad to be able to help make people aware of the program", she said.