Girls from St Julies at the launch of Its Not That Deep
New youth-led campaign shines spotlight on hidden online harms faced by young people
Young people across Merseyside will be challenged to spot the red flags in everyday online interactions as a new youth-led campaign launches to tackle the hidden harms of tech-enabled abuse.
It’s Not That Deep has been created by Merseyside Police and the Police and Crime Commissioner with young people for young people, after consultation revealed many 12 to 17-year-olds dismiss harmful online behaviours as banter, relationship drama or “not that deep”, despite them potentially being abusive or criminal.
Supported and informed by the Merseyside Violence Reduction Partnership’s education lead, the campaign combines real-life scenarios acted out by young performers with the unfiltered reactions of other teenagers to expose how harmful online behaviours are often normalised, dismissed or overlooked.
Launching at St Julies Catholic High School in Woolton today (Tuesday 8th September), pupils will take part in an interactive session where they watch campaign films focused on persistent unwanted contact and the sharing of intimate images and will be asked to raise red flags whenever they spot behaviour they believe is concerning.
The exercise is designed to help young people identify warning signs and understand when behaviour crosses the line into abuse or criminality.
‘It’s Not That Deep’ is the sixth phase of Merseyside Police and the PCC, Emily Spurrell’s Taking Action campaign, which tackles violence against women and girls (VAWG) and aims to improve understanding of criminal and harmful behaviours amongst young people.
It focuses on forms of abuse increasingly aimed at teenagers online, including cyberstalking, online grooming, sextortion, deepfakes and the non-consensual sharing of intimate images.
The campaign was developed through a series of focus groups with young people supported by Merseyside Youth Association which explored attitudes towards online relationships, digital behaviours and technology-facilitated abuse.
The findings revealed that many young people had a significantly higher tolerance for behaviours that adults would immediately recognise as controlling, abusive or potentially criminal, with some seeing them as a normal part of relationships or online interactions.
One phrase came up time and again during the discussions: “It’s not that deep”. Young people often used it to dismiss behaviours that could have serious consequences for those affected.
Drawing on the views shared in the focus groups, two of the online harm scenarios were brought to life by young actors from Liverpool-based theatre company Unistar Youth. The films were then shown to another group of young people whose reactions, discussions and reflections were captured on camera and incorporated into the final campaign content. Their honest responses provide a powerful insight into how harmful behaviours are perceived by younger audiences and how attitudes can shift when the impact on victims is explored.
This unique approach was designed to ensure the campaign speaks with young people rather than at them. The language, creative approach and advertising placements were all shaped by the views and experiences shared during the consultation, helping to ensure the messaging is authentic, relatable and relevant.
“What makes this campaign so powerful is that young people have shaped every stage of it.
“The phrase ‘It’s Not That Deep’ came directly from conversations with young people across Merseyside and reflected how some harmful online behaviours can be brushed off as normal, harmless or simply part of growing up online.
“Rather than telling young people what to think, we wanted them to lead the conversation. Young actors helped bring these scenarios to life, while other young people shared their honest reactions to what they saw. The result is a campaign that feels authentic, relatable and rooted in the realities of young people’s online experiences.
“By encouraging young people to spot the red flags for themselves, we’re helping them better understand the difference between healthy and harmful behaviours online, recognise when something isn’t right and know where to go for support.”
Merseyside Police Commissioner Emily Spurrell
“For young people today, life online and offline is closely connected, and harm can happen in both. Through our consultation with young people, we found that they viewed certain behaviours as ‘not that deep’ and a normal part of online life. However, in reality what they’re experiencing can be harmful, abusive and, in some cases, criminal.
“Young people have shaped this campaign from start to finish. Through focus groups and discussions, they shared their experiences, challenged our assumptions and helped us understand how they view online behaviours. Their feedback influenced everything from the campaign’s central message and creative approach to the language used and where the campaign will be seen.
“By listening to young people and involving them at every stage, we’ve created a campaign that speaks directly to the realities they face. We want it to help them recognise when behaviour crosses the line, understand where to go for support, and feel confident reporting concerns. Most importantly, we want young people to know that they are not alone and that help is available.”
Assistant Chief Constable Matt Smith
“Young people’s voices have been at the heart of this project from the beginning. Using the Lundy Model of participation, we created safe and meaningful opportunities for young people to share their experiences of tech-enabled abuse directly with decision-makers, including Merseyside Police and the PCC.
“These insights have shaped practical resources designed to raise awareness, support prevention and inspire positive action. We’re proud to have supported every stage of this work, ensuring young people were heard, empowered to speak up about the issues that matter to them and equipped to take safe action to create healthier online environments for themselves and their peers”
The campaign aims to raise awareness that tech-enabled abuse is a crime, help young women recognise warning signs, increase confidence in reporting incidents and signpost victims to support services, reporting mechanisms and digital safety advice.”
Rhiann Barrett, Mental Health Promotion Worker at Merseyside Youth Association
Background
This phase forms part of the ongoing Taking Action campaign delivered jointly by Merseyside Police and the Police and Crime Commissioner to tackle violence against women and girls across Merseyside.
Previous phases have focused on domestic abuse, rape and serious sexual offences, child sexual exploitation and tech-enabled violence against women and girls. Earlier this year, the first phase of the tech-enabled campaign targeted adults and highlighted the criminality and impact of online abuse.
To ensure the campaign has an ongoing impact, the films and supporting lesson materials will be made available through Pol-Ed, an online educational programme funded by the PCC’s Violence Reduction Partnership which provides schools with free resources on topics including safeguarding, crime prevention and personal safety. The resources will enable schools and educational settings to continue conversations around online safety, technology-enabled abuse, healthy relationships and reporting concerns, helping more young people recognise harmful behaviours and know where to seek support.
As part of the campaign, digital content, advertising and educational resources will be shared across platforms most commonly used by young people throughout the coming months.
Could you spot the red flags
As part of the It’s Not That Deep campaign, this film explores how online behaviours that may be dismissed as harmless can sometimes become unwanted, controlling or intimidating.
Created with young people, for young people, the video encourages viewers to think about where the line is crossed and how seemingly everyday interactions can impact the person on the receiving end.
Watch the film and consider: would you recognise the warning signs?
Where’s the line?
Sharing images online has become a normal part of everyday life for many young people. But what happens when trust is broken?
This short film explores the impact of sharing intimate images without consent and challenges viewers to think about responsibility, respect and the consequences of online actions.
Developed with young people as part of the It’s Not That Deep campaign, the film aims to encourage open conversations about online safety, healthy relationships and recognising harmful behaviour.
Watch and decide: what would you do in this situation?
Anyone concerned about tech-enabled abuse can find information, advice and support at www.victimcaremerseyside.org/ItsNotThatDeep