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.