Rhys Milford Jones (27 September 1995 - 22 August 2007) who played for The Fir Tree Boys football club, was on his way home from football practice with two friends. As he was crossing the Fir Tree pub car park, on Fir Tree Drive South in the Croxteth Park estate, Liverpool, a hooded youth riding a silver mountain bike approached. He then held out a handgun at arm's length firing three shots. It was originally believed that one of the shots hit Jones in the neck, however during the trial the pathologist revealed the bullet had entered his back "slightly above the left shoulder blade" and that it had then "exited from the front right side of his neck". The shooting occurred in daylight at 7.30 pm BST.
Jones' mother rushed to the scene when she heard what had happened. By the time his mother had reached him, Jones was unconscious. Paramedics tried for one and a half hours to resuscitate him, but he was pronounced dead some time later in Liverpool's Alder Hey Children's Hospital.
Local radio station Radio City 96.7's programming on the night of the incident, in particular the 10pm - 2am Pete Price show which changed its scheduling, was dedicated to amnesty for witnesses and a talk on gun crime. Radio City also launched their anti-gun-crime campaign, In Rhys's Name Get Guns Off Our Streets after the incident, later backed by Jones' parents.