West Midlands Police launch new film warning schoolchildren over dangers of shoplifting

Schoolchildren across the West Midlands are being shown a new film highlighting how shoplifting could have serious consequences for their futures.

West Midlands Police has launched a new campaign called Really?, aimed at encouraging young people to think twice before committing theft and antisocial behaviour.

The short film, which will be played in schools across the region, explores how seemingly minor offences can escalate into more serious crimes and affect people's families, communities and future opportunities.

Aimed primarily at pupils in Years 6 to 9, the film features two teenage actors and follows a youngster considering stealing a chocolate bar from his local shop.

His friend intervenes and challenges his decision, asking "Really?" before questioning whether stealing a chocolate bar could eventually lead to taking a phone or even a car.

As the conversation unfolds, the teenager imagines the potential consequences of his actions, including a shopkeeper being forced to close his business, disappointing his mother, difficulties finding employment, restrictions on travelling abroad and ultimately ending up behind bars.

The film concludes with his friend persuading him to leave the chocolate bar behind and walk away rather than commit a crime.

Police hope the campaign will encourage discussions among young people about crime, peer pressure and the importance of challenging friends who are making poor decisions.

Jacqui Every, business crime coordinator for West Midlands Police, said: "Shop theft and antisocial behaviour has a detrimental impact on all businesses in the West Midlands, especially the small and independent businesses.

"While the force continues to drive problem-solving activity that disrupts the cycle of shop theft there is always more we can do to prevent this type of crime happening in the first place.

"Talking to young people about this topic is difficult as it's often seen as a petty or victimless crime, so we have created a young person-centred film in hopes of reaching this audience.

"We wanted to create a film to be used as a prevention tool in schools, something to make young people think twice about peer pressure and about committing crime."

The campaign has been developed in collaboration with creative agency Clevercherry, young people and local police officers.

Ms Every added: "After a lot of consultation, we have worked with our agency Clevercherry to develop a snappy storyline and film that is engaging for a younger audience.

"It's something different that we've not seen from the force before.

"We hope this resource can be used wider across the UK to help young people understand the consequences and impact of their actions."

Jess Twigg, marketing account manager at Clevercherry, said the campaign aimed to turn peer pressure on its head by demonstrating how friends could positively influence each other's decisions.

She said: "We were really pleased to work with West Midlands Police on Really?, a campaign with the potential to make a genuine difference by helping prevent youth retail crime and highlighting how seemingly low-level offending can have far-reaching consequences.

"The idea was to turn peer pressure on its head, showing how young people can positively influence their friends to make better choices, rather than encouraging behaviour they may later regret."

West Midlands Police is encouraging teachers, tutors and youth leaders to show the film during school assemblies before, during and after Safer Business Action Week, which runs from November 9 to 15.

A series of shorter videos will also be shared across the force's social media channels to reach a wider audience.

School officers will be available to support teachers in delivering the film and discussing shoplifting and antisocial behaviour with pupils.

The film can also be watched on YouTube.