Crimestoppers Wales at the Royal Welsh Show

Hayley Fry

Crimestoppers' Wales Manager Hayley Fry shares how our Crimestoppers Wales team spent an unforgettable few days at this year’s Royal Welsh Show - and why being there mattered so much.

Held at Llanelwedd, near Builth Wells in Mid Wales, the Royal Welsh Show takes place over four days in July. It is the UK’s largest agricultural show and one of the biggest of its kind in Europe, attracting more than 200,000 visitors each year. From livestock competitions featuring cattle, sheep, pigs, goats and horses, to sheepdog trials, wood-chopping, crafts, food halls and live music, it truly reflects the spirit of Welsh farming and rural life.

Why Crimestoppers Wales was there

Our purpose at the show was simple. We wanted to raise awareness of rural crime in Wales and encourage people to speak up anonymously through Crimestoppers. Working with local rural networks, we aimed to shine a light on the issues affecting communities, farms, wildlife and livelihoods.

There has been an increase in organised thefts targeting farms, including the theft of expensive machinery, vehicles, GPS units, livestock, fuel and even heritage artefacts. Waste crime, fly-tipping, dog attacks on livestock and wildlife offences such as hare coursing and badger baiting are also serious concerns across rural Wales.

According to the NFU Mutual Rural Crime Report 2025, the cost of rural crime in Wales rose to around £2.8 million in 2024, which is an 18 percent increase compared to the previous year. 

At the Royal Welsh Show, we promoted our Crimestoppers Rural Crime in Wales campaign. The campaign encourages people to learn what rural crime is, why it matters and how they can report it safely and without giving their name. Visitors were reminded that if they know something, they can tell us either by calling 0800 555 111 or using our secure online form.

We also highlighted Fearless, our dedicated service for young people aged 11 to 17. Fearless allows young people to pass on what they know about crime completely anonymously and without fear of being judged.

How we engaged with visitors with Crime Facts Jenga

One of the highlights of our stand was Crime Facts Jenga. This is a giant Jenga game where each block contains a true or false question about crime, rural safety, Crimestoppers and Fearless. As visitors removed a block, they had to answer the question, which turned out to be a fun and interactive way to share important information.

Families, students, farmers and many curious visitors joined in. While playing, they learned about laws in UK, we also shared practical tips on what to look out for, what details are useful to report and how Crimestoppers keeps information completely anonymous.

The response was fantastic. Both adults and young people loved it. Many people stayed to ask about reporting tools such as our anonymous form, and how Fearless supports younger audiences. It was a perfect example of learning through doing and left visitors feeling more confident about taking action.

Across the four days, we spoke to thousands of visitors. We heard real stories from farmers and rural residents about the impact of crime, from livestock losses to equipment damage and fly-tipping. Many people told us they felt that their concerns were not always heard.

This gave us the opportunity to reassure them. Crimestoppers provides a safe and effective way to make their voices count. By reporting anonymously, they could help protect their communities without fear or risk.

The Royal Welsh Show is a celebration of farming, heritage and community. Being part of it allowed us to connect directly with the people who are most affected by rural crime. We were able to show that there is support available and that every single piece of information can make a difference.

Our time at the Royal Welsh Show was a reminder that small conversations can lead to big changes. By working together and speaking up safely, we can help protect our rural communities.

11 August 2025