Artwork for the launch of Eyes open featuring a computer screen, bike, vape and jacket.
A campaign, developed by the Merseyside Violence Reduction Partnership, to educate communities and protect vulnerable children from falling prey to criminal gangs, is relaunching across the North West to stop even more young people from becoming a victim.
Eyes Open launches today, November 25th, to raise awareness of child criminal exploitation and county lines, by educating 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.
Since it’s first launch in 2020, the new phase of 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.
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 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.
“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.”
Jimmy Belmar, SIO for Project Medusa, Merseyside Police’s dedicated county lines team
“We are very proud to be supporting the launch of a new phase of Eyes Open. This campaign supports our drive to help our young people make better life choices that benefit them and their families, while creating communities free from violence.
“We are wholly committed to preventing people, particularly those who are young and vulnerable, from ever getting drawn into crime. That’s why the MVRP developed the first phase of the Eyes Open campaign in 2020, so it’s pleasing to see it being scaled up to run across the North West.
“These criminal gangs are heartless. They don’t care who they hurt or what they have to do to get what they want and any child, anywhere, can become a victim of exploitation. By helping more people to be more aware of the signs of exploitation, it will support the work we are doing to reduce the number of victims, preventing harm, and creating safer futures for children, families, and communities.”
Merseyside Violence Reduction Partnership Director, Supt Georgie Garvey
“Criminal gangs don’t think twice about exploiting the vulnerable to get what they want. These callous individuals are willing to groom and coerce children to deal drugs and engage in other criminal activities, bribing them with gifts and promises that never materialise.
“This is why Eyes Open is such an important campaign. It helps parents, carers, teachers, and others who work with young people, to spot the signs of grooming and exploitation. It’s this awareness that will help to protect those most at risk.
“These gangs use devious tactics to get what they want, using fear and intimidation to manipulate young people to do their evil bidding. Very often a child may not realise they are being exploited until it’s far too late. So, it’s vital we educate young people to recognise the dangers they could be getting themselves into, as well as giving them the confidence to speak out if they have concerns.
“By staying vigilant and being more aware of the signs of exploitation, we can all help police disrupt and dismantle County Lines operations, protecting our young people and keeping them on the right path to a more positive future.”
Merseyside Police Commissioner Emily Spurrell
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/.
[1] County Lines Programme data – GOV.UK