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Frequently Asked Questions

Q. What is It Does Matter?

A. It Does Matter is an educational awareness Campaign created in memory of Libby Squire, a university student who was raped and murdered by a man with a history of non-contact sexual offences. It aims to raise awareness of what non-contact sexual offences are, and why reporting them is vital in identifying and tracking offenders. 

The campaign focuses on empowerment and collective action, encouraging young people to recognise that reporting matters. An easy to recall slogan Speak Up, Stand Together, Stay Safe forms the call to action and the It Does Matter website provides a direct route to where and how to report an offence as well as to sources of victim support.

Q.Who is behind It Does Matter?

A. Key stakeholders include:

  • Lisa Squire, Libby’s mother, who continues to advocate for change and serves on the Project Advisory Board.

  • Thames Valley Police, the founding commissioning police force, which remains a strategic partner

  • TMC Strategic Communications, creators of the campaign, driving its evolution to expand reach and impact.

Q: Who helped shape It Does Matter and its resources?

A. It Does Matter was developed with initial input from an advisory board comprising experts in policing, education, and safeguarding. Students were consulted throughout the development process to ensure the campaign’s tone, visuals, and messaging resonated with young people and to reflect their lived experiences. This collaborative approach ensures authenticity and impact.

Q. Why is it so important to raise awareness of non-contact sexual offences?

These offences are often dismissed as minor, with victims unsure about reporting them. But these offences can escalate to more serious crimes. The "Tackling Violence Against Women and Girls" Report (National Audit Office, January 2025) shows the scale of the problem, and that more awareness and a greater consistency of language is required:

  • Stalking and harassment: Nearly 621,000 cases recorded by police in the year ending June 2024.

  • Conviction rates for sexual offences (including non-contact) are lower than other crime types - 7.3% in 2024.

  • There is no consistent definition of VAWG across public bodies, making it hard to track non-contact offences accurately.

  • Data gaps exist for non-contact offences such as stalking.

Q. What benefits and services does it bring to Policing and Community Safety and what measurable success have you had so far?

A. It Does Matter supports policing and safety by communicating key messaging in relation to non-contact sexual offences in a compelling and engaging manner. It helps to raise awareness of the importance of reporting non-contact sexual offences, where increased reporting improves intelligence on which the police can act.

It Does Matter provides a comprehensive set of accessible assets, including film, posters and curriculum-linked education resources. In addition, the content includes direct reporting links, and bespoke materials for police forces using consistent messaging with a unified call to action. These resources are accessible through the website and a dedicated platform. 

Q. What impact are you trying to achieve?

These offences are often dismissed as minor, with victims unsure about reporting them. But these offences can escalate to more serious crimes. The "Tackling Violence Against Women and Girls" Report (National Audit Office, January 2025) shows the scale of the problem, and that more awareness and a greater consistency of language is required:

  • Increased reporting

  • Awareness through National media coverage 

  • All UK Police Forces actively engaged with using the Campaign assets to support their VAWG strategies and intensity weeks

  • Universities using the Campaign materials on campus 

Q. What activities can we support?

We are exploring a range of ways to enhance and expand the It Does Matter campaign and are seeking support for:

School and Campus Visits by Lisa Squire: We invite support for Lisa Squire as she continues her vital work in maintaining a schedule of visits to schools. During these visits, Lisa will speak about her daughter Libby and the "It Does Matter" campaign. 

Geographically Targeted Promotional Activities: We will engage in promotional activities, including the development of social media content tailored to resonate with our target audience, thereby increasing our visibility and outreach. 

The development of a National Reporting Web Application: To support the Police in preventing crime and monitoring sexual offence escalation, a reporting web application will serve as a complementary platform that enables individuals to anonymously log incidents and contribute to a data-driven intelligence map. This will be developed with input and innovation support from the Amazon Innovation Accelerator, ensuring the platform is secure, scalable, and user-friendly.

How can I get involved?

It Does Matter supports policing and safety by communicating key messaging in relation to non-contact sexual offences in a compelling and engaging manner. It helps to raise awareness of the importance of reporting non-contact sexual offences, where increased reporting improves intelligence on which the police can act.

It Does Matter provides a comprehensive set of accessible assets, including film, posters and curriculum-linked education resources. In addition, the content includes direct reporting links, and bespoke materials for police forces using consistent messaging with a unified call to action. These resources are accessible through a dedicated platform that serves students, community members, and police forces.

Q. How will you measure impact and success?

Impact will be measured by seeing an increase in:

  • Reporting of non-contact sexual offences, using the appropriate mechanisms

  • National media coverage, with a focus on reach and retention 

  • Community engagement, evidenced by a growth in following and User Generated Content (UGC) across digital platform

Q. I run a charity focusing on young people and their well-being. How can I support It Does Matter? 

We invite support from any charities dedicated to youth initiatives. These organisations will have the opportunity to access a wealth of resources available on our website, which are designed to enhance their outreach and effectiveness. Additionally, they will be featured prominently on the "It Does Matter" website, alongside various police forces that are actively supporting our campaign. This collaboration aims to create a unified front in advocating for the well-being of young people, promoting community engagement, and amplifying the impact of our collective efforts. 

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