Launch of Don't Play Their Game

New campaign identity aims to prevent young people falling victim of criminal exploitation.

A new campaign identity launches this week raising awareness amongst children and young people about the dangers of Child Criminal Exploitation (CCE) associated with county lines and drug dealing.

Child Criminal Exploitation, known as CCE, is when criminals manipulate children and young people using money and gifts to commit crimes for their own benefit.

Individuals who become involved rarely view themselves as victims in these situations due to feelings of belonging within their gang associations.

Leicestershire Police wants to reassure children and young people that help is available and through a new campaign identity, aim to prevent it from happening to others.

‘Don’t Play Their Game’ aims to help educate this youth audience – males and females aged 13-19, about dangers associated with working for gangs and serve as a reminder that working for criminals never ends up how it first seems.

The campaign has been refined through feedback and widely supported by partners including professionals working in education, the NHS, Leicester City Council, and other local authorities.

Designed by communication professionals, the campaigns key messages and supporting visuals aim to engage with a youth audience and not look or sound like law enforcement, as research shows this disengages children and young people. The aim of the campaign identity is also to promote website traffic to Live Safe where further advice surrounding CCE can be found.

Live Safe is a resources website and information hub for both young people and trusted adults, launched in collaboration with the Violence Reduction Network.

Live Safe includes information about key subjects such as grooming, gangs, child exploitation, knife crime, substance use and healthy relationships. The site offers support on how to anonymously report crimes and concerns through Crimestoppers.

The force’s Child Exploitation and Safeguarding Lead, T/Detective Chief Inspector Jen Greenway said: “Don’t Play Their Game is a valuable asset for the force to enable us to effectively tackle child criminal exploitation (CCE). A significant amount of research and insight have been undertaken to ensure that it appeals to the youth audience. 

“Don’t Play Their Game is all about reaching young people to ensure they are aware of the signs of CCE, both for themselves and their friends, and to know that help and support is available if they do become involved.

“As well as being shared on the force channels, partners have been supplied with a campaign toolkit to allow them to post the campaign assets onto their social media channels to allow us to reach as many young people as possible across Leicester, Leicestershire and Rutland.”

Don’t Play Their Game has a variety of offline assets attributed to the digital campaign including a stakeholder toolkit, branded posters, and branded leaflets. These are available to all who work with children and young people and would like to support.

More information about Child Criminal Exploitation can be found here: Child criminal exploitation | Child abuse | Leicestershire Police

If you have any concerns about CCE you can anonymously contact Crimestoppers.

For all Don’t Play Their Game enquiries please contact [email protected].