George Lusby, 22, died at the Norfolk and Norwich University Hospital after suffering a catastrophic brain injury following a cardiac arrest.

Tragically, in the last few months of his life he had begun to completely turn his life around - but he remained haunted by his past.

An inquest was told that although the medical evidence painted a picture of substance misuse and mental ill health, it represented only “one part of the story”.

A substantial sum of money has been raised in his name for the Joe Dix Foundation which supports victims of child criminal exploitation (Image: Memorial)

“This is George’s story,” his parents Damian Lusby and Jane Stasiak said in a statement read to the court. “The boy behind it all and how far he had come.”

George, who was born in Norwich on February 12, 2003, was described as "lively, funny and intelligent, with a mop of bright orange hair."

Photographs shared to a memorial page show a sporty young man with a talent for football and an interest in playing the guitar.

His mother said he was proud of his red hair as a child, but became vulnerable after starting at Wymondham College, where he was bullied because of it.

He was a keen football player (Image: Memorial)

The tragic youngster was exploited (Image: Memorial)

The inquest heard that after starting at the school George was targeted and groomed by county lines drug dealers operating in the Norfolk area.

His father explained how it began with his young son being tricked into carrying packages, before escalating into demands for money and threats of violence.

"George went down roads no parents want their child to go down,” he said, adding that he was intentionally exploited and threatened by adults targeting vulnerable children to act as drug runners.

Medical records showed he was diagnosed with depression in 2020 and later with PTSD, mixed anxiety and depressive disorder. He struggled with night terrors and used cannabis, alcohol and non-prescribed medication to cope.

in 2022 he was held with a knife to his throat and was later stabbed, leaving him with post-traumatic stress disorder, nightmares and flashbacks.

Norfolk Constabulary records from 2023 noted that George reported using drugs and alcohol as a way of managing his mental health.

He had periods of estrangement from his family, including after taking money to pay drug dealers, but the inquest heard he came from a loving home and remained close to his parents and extended family.

Norfolk Coroners Court heard George was referred to mental health services on multiple occasions but struggled with engagement, including non-compliance with medication and missed appointments, which affected continuity of care.

George Lusby had turned his life around before his tragic death (Image: Memorial)

In September 2024, an ambulance was called after he expressed thoughts of ending his life. He later denied suicidal intent during a GP consultation at Station Road Surgery in Attleborough and agreed to follow up with a mental health practitioner.

But despite years of trauma at the hands of drug gangs, his parents told the court that before his death George had begun to turn his life around.

In the final eight months of his life, he worked continuously in the building trade, joined a gym, passed his driving test and was saving for his future.

“His employers were delighted with him,” his mother said. “He was working hard and making plans.”

In the week before his death, George had been in good spirits and had been offered a full-time job.

“I saw him that afternoon,” his mother said. “He was excited, talking about the future and moving on.”

His father added: “He was enjoying life again. He had optimism. But the scars of what he’d been through as a youngster were still there.”

When George wanted to relax, he sought ways to “keep the demons out”, his parents said, referring to his documented struggles with alcohol and drugs.

On the evening of August 16, 2025, he went out with friends. It is believed he drank alcohol and took diazepam.

George's father said it was his belief that his son's new-found positivity meant he was partying "too hard" and went "too far".

At around 5pm the following day, friends found him unresponsive. CPR was started and an ambulance arrived shortly after 6pm. He was taken to hospital by air ambulance.

Doctors told the court he was frothing at the mouth, required high levels of oxygen and continued twitching despite sedation. Anti-epileptic medication was administered and he was placed in critical care.

After 48 hours, his condition stabilised slightly, but repeated scans showed devastating brain injury caused by lack of oxygen during cardiac arrest.

An ECG also revealed heart abnormalities, including an enlarged right side of the heart, previously unknown to his family.

The youngster before starting at Wymondham College where he was recruited for county lines (Image: Memorial)

George Lusby before he was targeted by criminals (Image: Memorial)

Doctors concluded he would have a very poor neurological outcome.

After discussions with clinicians, George’s family made the heart-breaking decision to withdraw treatment.

He died at 11.15pm on August 22, 2025. His organs were later donated.

The medical cause of death was recorded as anoxic brain injury following an out-of-hospital cardiac arrest, with aspiration of gastric contents due to alcohol and non-prescribed drugs.

Recording a conclusion of misadventure, the coroner Johanna Thompson acknowledged the complex social and medical factors in George’s life, saying: "The medical cause of death may give an impression that does not convey the full history."

George’s tearful parents said in a statement: “Child criminal exploitation can reach any child."

Joe Dix Foundation: Tackling knife crime and exploitation

Following his death, the friends and family of George Lusby pledged £3215 to the Joe Dix Foundation - on organisation set up to raise awareness of child criminal exploitation.

It was established in 2022 following the fatal stabbing of 18-year-old Joe Dix in Norwich.

County lines victim Joe Dix (Image: Supplied)

Phil and Emma Dix with the knife amnesty bin in memory of their son Joe Dix. (Image: Denise Bradley)

Joe’s death sent shockwaves through Norfolk and prompted renewed concern about gang crime and the grooming of young people by criminal networks linked to county lines activity.

Three men were convicted of his murder and jailed for life at Norwich Crown Court in 2023.

The court heard the killing was linked to county lines drug activity, which Joe had been lured into in his early teens.

Benjamin Gil, Cameron Palmer and Hans Beeharry were convicted of Joe Dix's murder (Image: Norfolk Constabulary)

County lines victim died after using drink and drugs (Image: Peter Walsh, Newsquest)

Created by Joe’s parents Emma and Phil, the foundation was set up to highlight the risks facing vulnerable teenagers.

Since its launch, the charity has:

Delivered educational talks in schools across Norfolk on knife crime, county lines and grooming

Worked with community groups and youth organisations to promote early intervention

Raised funds to support projects aimed at protecting young people from criminal exploitation

Campaigned for stronger awareness of county lines recruitment tactics

Donated bleed kits to businesses in Norwich

Delivered first aid training to young people.

The foundation continues to work with local partners to support young people and ensure Joe’s legacy is one of prevention, education and safeguarding.

For support with any of the issues raised in this article or to make a donation visit www.joedixfoundation.co.uk

© Eastern Daily Press