What You Share Leaves a Trace
Counter Terrorism Policing (CTP) has launched a new national youth campaign in response to a rise in terrorist content being accessed and shared online by boys aged 13–17.
This trend has led to increased counter-terrorism casework and Prevent referrals, including cases where young people have been unwittingly drawn into Terrorism Act offending through online activity, as well as cases involving more deliberate intent. Many young people do not fully understand when online behaviour crosses legal thresholds, particularly when sharing content on social media.
About the campaign
What You Share Leaves a Trace is a targeted education and deterrence campaign developed by Counter Terrorism Policing Headquarters Communications, working closely with operational colleagues and partner agencies. The campaign is informed by focus group research with teenage boys, which showed that clear, real‑world consequences are particularly effective in cutting through to this age group.
The research also highlighted differences between younger and older teenagers, leading to a segmented approach rather than a single set of messages.
Audience and messaging
The campaign is aimed specifically at boys aged 13–17 and is delivered through platforms they use most, particularly TikTok and YouTube. Two short, social‑media‑style videos have been created:
- One tailored to boys aged 13–15
- One tailored to boys aged 16–17
The videos focus on the legal and personal consequences of accessing and sharing terrorist material online. Messaging reinforces that online activity is not anonymous and that actions leave a digital trace. The content explains the law clearly, without using slang or a patronising tone, and supports young people to make informed decisions.
Delivery and supporting resources
The campaign launched in mid‑February, aligned with the February half‑term period, and will run until 15 March. It is supported by paid media activity on TikTok and YouTube, alongside wider communications activity and partner amplification.
A dedicated page on the ACT Early website provides clear guidance on what constitutes terrorist content, the risks of sharing it, and how young people, parents, carers and professionals can report concerns or seek advice.
Campaign webpage: actearly.uk/what-you-share-leaves-a-trace
How partners can support
Community safety practitioners, youth workers, education professionals and safeguarding partners are encouraged to share the campaign through their networks and channels and to use the messaging to support conversations with young people and families.
An evaluation will be conducted in mid‑March to assess the reach and impact of the campaign and to inform future youth‑focused prevention and communications work.
