Overview
Young women from United Youth Alliance’s Coastal Social Action Project were one of just two youth groups selected across the UK to co-design a major national campaign tackling county lines exploitation. This work formed part of the County Lines Prevention Campaign, led by UK Youth and STOP THE TRAFFIK, with funding and promotional support from Burger King UK.
The aim? To create an engaging digital campaign that would educate and protect young people from criminal exploitation — particularly county lines activity — by using the voices and experiences of young people themselves.
The Campaign
County Lines remains one of the most common and damaging forms of exploitation facing young people today. With tens of thousands estimated to be involved, the need for prevention work is critical.
Working in partnership with UK Youth and STOP THE TRAFFIK, our young participants took part in campaign design sprints, shared insight rooted in lived experience, and created digital content aimed directly at their peers. Together, they developed storyboards, personas, and TikTok-style video concepts that would eventually shape the final campaign materials.
The final campaign launched across social media channels in late 2024 and was featured in Burger King restaurantsaround the UK — helping to reach young people in places they naturally gather.
Impact at a Glance
- 383,688 young people reached across the campaign
- 54.5% of respondents said the campaign made them realise they or someone they know could be at risk
- 66.7% reported feeling more confident in seeking help
- 18,598 people visited the campaign landing page
- Average time on page: 3 minutes
- Videos developed as part of the campaign received 314,572 plays
This is a powerful example of what happens when young people are placed at the heart of prevention efforts — not just as beneficiaries, but as co-creators.
Why It Matters
The young women involved in this project have done more than raise awareness — they’ve helped shape a national narrative about exploitation that speaks directly to their generation.
Here on the Fylde Coast, county lines activity continues to affect communities, families, and schools. Through this campaign, our young people have played an active role in safeguarding their peers and shining a light on the tactics used by criminal networks to recruit and control vulnerable individuals.
Their work is not only creative — it’s courageous.