Two new campaigns have launched today (8 June) to raise awareness of how drugs and alcohol can lead to violence, and how casual drug use can contribute to the abuse and exploitation of children.

Funded by the Staffordshire and Stoke-on-Trent Violence Reduction Alliance (VRA), the ‘Choices’ and ‘No Choice’ campaigns use powerful storytelling to show how one individual’s choices can have serious and lifelong consequences for not only them, but their family and friends, as well as the children exploited to deliver drugs.

• The Choices campaign shows how drinking too much and taking drugs on a night out can influence a person’s inhibitions and resultantly, make them act violently.
• For casual drug users who don’t see the harm in low-level drug use, the No Choice campaign highlights the reality for vulnerable children who are abused and exploited by criminals to deliver drugs.

The Staffordshire Police, Fire & Rescue and Crime Commissioner, Ben Adams, who is chair of the VRA and Drug and Alcohol Partnership said:

“From June 2025 to May 2026, over 1,500 violent offences reported to Staffordshire Police were linked to alcohol.

“The Choices campaign has been designed not to judge, but to make individuals think about the potential consequences of their choices. We are all entitled to down time and for some, this may involve alcohol and/or drugs. While consumed within safe levels, alcohol can be enjoyable for individuals, but unfortunately, when over consumed, it can make a person act out of character and influence their behaviour.

“As for those who participate in recreational or casual drug use, although they may have used drugs without any serious consequences before, this does not exempt them – or the children exploited to deliver their drugs – from harm.

“Local support is available for anybody affected by alcohol and/or drugs. If you are concerned about a child being exploited, support is also available.”

Child criminal exploitation (CCE) is when someone uses a child to commit crimes for them. CCE can involve bribery, intimidation, violence and/or threats. Signs a child may be being exploited include:

• Displaying aggressive/violent behaviours
• Often missing from home or school and being found away from their normal area
• Unexplained gifts, money, designer wear, jewellery, gadgets or mobile phones
• Having multiple mobile phones
• Receiving lots of phone calls or texts
• Use and/or possession of drugs and/or alcohol

The Choices and No Choice campaigns were inspired by real life events. Lawrence Davis, the creative agency commissioned to develop the campaign, consulted with individuals who have been affected by alcohol or drug related harm prior to developing the campaign.

Managing Director at Lawrence Davis, Dawn Bezus said:

“These campaigns were shaped by the voices and experiences of people who have been directly affected by alcohol and drug-related harm. Taking the time to research and understand those lived experiences was vital in helping us create films that are authentic, emotionally powerful and grounded in reality.”

To find out more about the campaigns and for local support, visit: www.violencereductionalliance.co.uk

In an emergency call 999.