Leagas Delaney has unveiled its first work for Steve Norris in the run-up to the elections for Mayor of London in June. The campaign kicks off with 48- and 96-sheet posters using the tagline ‘If New York’s mayor can cut crime, why can’t London’s?’, after consumer research revealed that crime was Londoners’ greatest concern. Mobile advertising and press will also be used. The Norris campaign will target voters in all of London’s 33 boroughs, a Leagas Delaney spokesman said, adding that research showed that Londoners wrongly thought that the Mayor of London was only responsible for central London. The agency won the business in January after a four-way pitch against Banks Hoggins O’Shea/FCB, Mustoes and Campbell Doyle Dye. The posters are bought by Concord.