'Kick Ket Out': campaign relaunches year on from Sophie Russell’s death

One year on from the heart-breaking loss of 20-year-old student Sophie Russell, a powerful drug-awareness campaign is returning to Lincoln with a clear message: ketamine kills.

Crimestoppers, in partnership with Lincolnshire Police, the University of Lincoln’s Student Wellbeing team, and the City of Lincoln Council, have launched the second phase of its 'Kick Ket Out' campaign.

The initiative comes as alarming new figures show ketamine misuse is rising sharply - and costing young lives.

Ketamine-related deaths in England and Wales have soared by 650% since 2015, according to the Office for National Statistics (ONS). Fatalities among people under 30 have jumped by 300%, with current trends suggesting around one death every week.

Building on a powerful first phase

Earlier this year, Kick Ket Out made a strong impact online, using platforms such as Facebook, Instagram, and Snapchat to share real stories of recovery and the devastating health risks linked to ketamine - from life-altering bladder damage (“k-bladder”) to memory loss and addiction.

The results were striking:

• 56% rise in ketamine-related reports in Lincoln city
• 57% rise in reports across Lincolnshire
• 81,000+ social media impressions via Crimestoppers channels
• 1.2 million Snapchat impressions, reaching 127,000 young people aged 14–25

The campaign also generated crucial intelligence on drug trafficking, knife crime, drug driving, firearms, and violence - showing how ketamine misuse ripples through communities.

Phase Two: Hitting Freshers’ Week

This next four-week phase is timed to coincide with Freshers’ Week, aiming to reach thousands of new and returning students. Social media content will run again, but this time the campaign is going physical.

On 26 September, the anniversary of Sophie Russell’s death, a digital ad-van and iWalkers will share Sophie’s story across Lincoln city centre and the University of Lincoln campus - a poignant reminder of the real human cost behind the statistics.

Lydia Patsalides, East Midlands Regional Manager for Crimestoppers, said:

“The physical impact of ketamine is monumental. Many people become addicted very quickly and face harrowing effects such as severe pain, memory loss, and the debilitating condition known as k-bladder.

"We’re calling on the community to help make our streets safer by reporting ketamine dealers. Your information is 100% anonymous - always.”

If you or someone you know is struggling with ketamine or any substance misuse, Lincolnshire Recovery Partnership offers free, non-judgmental support. Services include advice, one-to-one sessions, detox and rehabilitation, medication where appropriate, and peer support groups.

📞 0800 304 7021

🌐 www.lincsrecoverypartnership.co.uk

To anonymously report drug dealing or related crime, visit Crimestoppers-uk.org or Fearless.org

Calls are never traced, and your identity will always remain unknown.