Call it what it is: new Taking Action campaign targets child sex offenders
21.07.26 - Merseyside
Merseyside Police and the Police and Crime Commissioner are today launching a major new phase of their Taking Action campaign with a stark message to adults who target children: call it what it is.
Behaviours that may be minimised, dismissed or disguised as love, affection, friendship, gifts or support are in fact grooming, manipulation and child sexual abuse.
This campaign sends a clear warning to offenders: you will be caught.
Launching today (Tuesday 21 July) at the start of the summer holidays, when young people may spend more time out with friends, online and away from the day-to-day oversight provided by school and other trusted adults, the campaign is directly targeting those who seek to exploit them.
Through powerful victim-centred messaging, it challenges the excuses used by offenders and makes clear that children cannot consent to exploitation and abuse.
It also aims to help parents, carers and communities spot the warning signs of grooming, understand the risks and know when to seek help or report concerns.
The campaign will get underway with a public awareness event on New Brighton beach today where an ad-van carrying the campaign's striking messages will be joined by the Police and Crime Commissioner, Emily Spurrell, Merseyside Police representatives, and specialist partners, including support service Catch22, to raise awareness of child sexual exploitation.
The campaign will then run throughout the summer across Merseyside, using outdoor advertising, digital channels and partner activity to reach both perpetrators and those who may be worried about a child.
It also features the voices of a 17-year-old survivor of child sexual abuse and the parent of another victim who have both spoken anonymously of their experiences in a bid to encourage others to seek support.
Child Sexual Exploitation (CSE) is a form of child abuse where a child or young person is manipulated, coerced or deceived into sexual activity for the benefit of another person. Exploitation can take place in person or online and affects children from all backgrounds, regardless of social class, sexual orientation, ethnicity or location.
The impact of child sexual exploitation can be devastating, causing long-term harm to victims and their families.
Perpetrators may use a range of tactics to gain a child's trust and control them, seeking to normalise their actions by claiming they are in a relationship with the young person, providing gifts, attention, money or emotional support. Often, the exploitative nature of the relationship is not immediately recognised by the child, making it easier for offenders to continue their abuse.
This campaign challenges those narratives head-on, highlighting that children cannot consent to their own exploitation and that grooming is a criminal act with serious consequences.
Emily Spurrell, Merseyside's Police and Crime Commissioner, said: "Too often, perpetrators hide behind language that seeks to minimise or excuse their behaviour. They call it a relationship, a friendship, a secret or a favour. We are calling it what it is: child sexual abuse.
"This campaign is aimed directly at offenders, making it clear that grooming and child sexual abuse are crimes and those commit these appalling offences will be identified and brought to justice.
"As we head into the summer holidays, when young people are out of school and may spend more time out with friends, I am also urging parents, carers and communities to look out for the warning signs of exploitation. By recognising the risks and reporting concerns early, we can help to keep children across our region safe."
Detective Inspector Steve Croasdale, Merseyside Police Child Criminal and Sexual Exploitation Team (CCSET), said: "This campaign is aimed squarely at those who prey on children and young people. Giving gifts, attention or affection to gain a young person's trust and then exploiting them is grooming and it is child sexual abuse. We want perpetrators to understand that their actions are recognised, they are being monitored, and they will be pursued.
“Child sexual exploitation can have a devastating impact on young people's lives, but awareness can make a real difference. Through this latest phase of our Taking Action campaign, we want to help people recognise the signs, understand the risks and feel confident reporting their concerns. Protecting children is everyone's responsibility, and together we can help safeguard those most at risk."
Vikki McKenna, Service Manager at Catch22's Pan Merseyside Missing and Child Exploitation Services, said: “Child sexual exploitation should be named for what it is, so abuse is not hidden behind vague or unclear language.
“By properly naming incidents of child sexual exploitation, we make it clear that what we are talking about is abuse, and that perpetrators are abusers.
“The words we use to describe exploitation are also crucial in helping victims recognise that what they have experienced, or are currently experiencing, is abuse. This plays a vital role in helping them move forward.”
Anyone concerned about a child or young person's safety should report their concerns to the appropriate safeguarding service. In an emergency, always call 999.
For more information about the Taking Action campaign, visit www.merseyside.police.uk/vawg
How to spot the warning signs
As part of the campaign, the public is also being encouraged to recognise the warning signs that a child or young person may be at risk of exploitation, including:
- Unexplained gifts, money or possessions
- Spending time with significantly older individuals or unknown adults
- Changes in behaviour, mood or school attendance
- Going missing from home or care
- Increased secrecy around online activity
- Signs of emotional distress, anxiety or withdrawal
While these signs do not automatically mean a child is being exploited, they may indicate that something is wrong and should never be ignored.
