Join our sporting heroes against child abuse, exploitation and trafficking

Harnessing the power of sport and its ability to unite and break cultural barriers, It’s a Penalty positions major sporting events as platforms for positive change across all societies to:

  • EDUCATE about the issues of child abuse, exploitation and trafficking, the penalties for offenders, asking everyone to #knowthesigns of such crimes;
  • EQUIP the general public with the necessary mechanisms to identify and report a crime;
  • ENCOURAGE everyone ‘if you see something, say something’

That’s how a packed international sporting calendar can help to protect children on a truly global scale.

Together with our partners A21, Comic Relief, The McCain Institute, Sysdoc, World Vision, the Carlson Rezidor hotel group, and ICMEC, are running our preventative campaign around FOUR MAJOR SPORTING EVENTS:

  • Super Bowl LII in Minneapolis – 4 February 2018
  • Winter Olympics & Paralympics in South Korea – 9-25 Feb 2018
  • Commonwealth Games at Gold Coast, Australia – 4-15 Apr 2018
  • Rugby Sevens in Hong Kong – 6-8 April 2018

We are partnering with 6 international airlines

including British Airways, American Airlines, Cathay Pacific and Virgin Australia – who will show the campaign film inflight and share articles on their onboard magazines, reaching over 31 million passengers globally from January to April 2018.

The future of the world lies in the hands of today’s children.

Yet, each year, over 2 million children are exploited into the global sex trade (UNICEF).

Along with this, human trafficking involves 1.2 million children each year (UNICEF).

Worldwide, almost 20% of trafficking victims are children (UNODC).

We are inviting the world to understand how children are abused, exploited and trafficked and help fight these forms of violence. We believe we all have a part to play in building a safer world for children.

It all starts by changing the attitudes and behaviors of one person at a time. If we come together we can create change much faster.


  • Follow us on social media – Facebook | Twitter | YouTube
  • Visit our press room page to download supporting material
  • The informative campaign film will be shown in-flight by the following AIRLINES from
    February to April: American Airlines, British Airways, TAM, Ethiopian, Virgin Australia, Cathay Pacific, Cathay Dragon. If you are flying at any of these airlines during this period, please watch the film -take a picture and post on social media with #ITSAPENALTY.
  • #KNOWTHESIGNS – help us to educate people about how to spot child abuse, exploitation and trafficking – share our page
  • We have created a WORLD MAP for people to learn the reporting mechanisms wherever they are – help us by sharing this page
  • DOWNLOAD OUR SAFEGUARDING APP – this APP will connect people to global reporting mechanisms to keep children safe.
  • Informative materials will be distributed in the four countries hosting the major sporting events. If you are attending please help by taking a picture and spreading the word.
  • Participate in a short survey to help us understand how we are creating change by Clicking Here. The first 50 people to take part will receive a campaign wristband.

Click HERE to learn in more detail about the difference we are making globally.

If you have further contacts to have the film shown please contact Campaign Director, Giselle Barboza on