Skip to content
Main content is below

'County Lines' awareness film wins major international award


A film to raise the awareness of the dangers faced by young people who are groomed by criminal gangs to deal drugs has won a major international media and marketing award.

‘Alfie’s Story’ was developed as part of the Not In Our Community (NIOC) campaign by the North East Lincolnshire Community Safety Partnership (CSP) through funding from the Police and Crime Commissioner and the Home Office. NIOC helps young people protect themselves and friends against grooming that can lead to sexual and criminal exploitation. It also provides learning resources for parents, carers and teachers.

The series of short films tell the story of Alfie, a boy in Grimsby who becomes exploited by criminals to deal drugs on their behalf, eventually by using threats against his family members and serious violence. An accompanying documentary ‘Behind Alfie’s Story’ illustrates the partnership approach for addressing the issue of child criminal exploitation and the support available for these young people to get them away from the grip of the exploiters.

The film was produced by local marketing agency Eskimosoup and entered for the 2020 Drum Content Awards. The Drum is a global media platform and the biggest marketing website in Europe. Not only did ‘Alfie’s Story’ win the best category entry for Public Sector or Government Marketing Strategy, it also scooped the prestigious Grand Prix Award, beating prominent global brands such as Porsche, Unilever and Ericsson. 

Eskimosoup Managing Director John Gilbert said: “We are absolutely delighted and honoured to win such a major award. This is effectively the Oscars of the marketing world and we won best picture! I’m so proud of all the team who worked on the project and thank all the partners who commissioned and funded the series of films which I hope will raise awareness of this important issue and the danger it presents to our young people.”

Police and Crime Commissioner Keith Hunter said: “This is brilliant news and I congratulate all involved. The Not In Our Community campaign is growing in stature and this news comes only a day after we launched the latest product ‘Missed me?’ which deals with children who go missing. Parents, educators, anyone who comes into contact or even sees young people should watch these films. Reducing harm to young people is the responsibility of everyone to know the signs and be alert.”

Chief Superintendent Darren Wildbore, Chair of North East Lincolnshire CSP said: “This achievement is outstanding and testament to the partnership approach in North East Lincolnshire to protect children in our local area from those who deliberately seek to exploit them. Alfie’s Story highlights the potential harm that children can face and the Community Safety Partnership is grateful to the Police and Crime Commissioner for funding this project and Eskimosoup for making such a thought-provoking film to raise awareness. Child Criminal Exploitation is one of our priority areas for the partnership and we will continue to pursue those criminal gangs who put our children at risk of harm.”   

Alfie’s Story and a range of related campaign films can be found on social media by searching for “Not In Our Community” or at

More information on the Drum Content Awards and links to the films HERE

Posted on Wednesday 11th November 2020