Launch of ‘Eyes Open’ child criminal exploitation campaign

Today (25 November) marks the launch of Eyes Open, a campaign to raise awareness of child criminal exploitation and county lines.

Eyes Open educates young people, their parents and carers, about the dangers of grooming, exploitation, and the deceptive tactics used by county lines gangs.

County lines refers to the networks criminal gangs use to distribute drugs from cities to smaller towns and rural areas.

These operations rely heavily on the exploitation of children and young people to transport and sell drugs across different locations. Once the child is dependent on the gang, they are coerced into criminal activities, often with threats, violence and manipulation. Families and loved ones of the child are also threatened.

Eyes Open has been co-developed by police forces in Greater Manchester, North Wales, Lancashire and Merseyside, alongside the North West Regional Organised Crime Unit (NWROCU) and Kent & Medway Violence Reduction Unit.

Research commissioned by Eyes Open has revealed that while most parents are familiar with the term county lines (76%), only 39% made reference to children, vulnerable people or exploitation, with many saying it was simply “the transportation of drugs” and “drug dealing.”

The campaign highlights the predatory nature of gangs and how they groom children through gifts or a sense of belonging. It also empowers parents and young people to recognise the signs of exploitation and where they can go to for support.

New campaign resources show how there is always a catch to ‘free’ gifts like designer clothes, vapes or expensive bikes.

Jimmy Belmar, SIO for Project Medusa, Merseyside Police’s dedicated county lines team said: “Child criminal exploitation and county lines are serious issues that affect our communities deeply.

“In Merseyside, we have seen gangs target vulnerable people and children and exploit them for criminal activities. We are actively pursuing those responsible for these heinous crimes, ensuring they face justice for their actions, under the Modern Slavery Act.

“The Eyes Open campaign is crucial in educating and empowering parents and young people to recognise the signs of exploitation. I would encourage everyone in Merseyside to take a look at the campaign; by spotting the signs you could help a vulnerable person. By working together, we can put an end to this exploitation and ensure a safer future for everyone.”

The campaign will feature across social media, digital channels, directly with partners and through educational workshops to reach young people and their parents and carers.

The Eyes Open website offers a hub of information for young people, their parents and carers and professionals looking for advice, guidance and resources.

The campaign was developed through extensive research, focus groups, and lived experience case studies, ensuring it accurately represents the diverse experiences of those affected.

Each police force involved in the campaign carries out dedicated county lines operations to disrupt criminals and safeguard victims of exploitation. Since 2019, police forces closed more than 5,600 lines nationally and referred 8,800 individuals to safeguarding services.

The police treat all children involved in county lines as potential victims and work with a range of partners to put safeguarding measures in place to get exploited people out of harm’s way. 

Eyes Open supports the work of police and partners by raising awareness of county lines, encouraging communities to spot the signs and be more informed to help break the cycle of exploitation and grooming.

If you believe that someone may be being exploited in this way, you can give information 100% anonymously to Crimestoppers, an independent charity. Crimestoppers is not the police. Anonymous means your identity is completely unknown.

If you think someone is in immediate danger, always dial 999.

To keep your Eyes Open about exploitation, please visit https://eyes-open.co.uk/.