It’s a Penalty Campaign
at the World Cup in Brazil, 2014

SUPPORTED BY SOME OF THE BIGGEST NAMES IN INTERNATIONAL FOOTBALL

The World Cup 2014, known as the greatest sporting event in the world, attracted 600,000 football fans and tourists from all over the world to Brazil. It was set to be the greatest sporting event in the world, however, many unscrupulous people would use it as an opportunity to traffic children, dress them up to look older and exploit them in order to make money. The influx of visitors put vulnerable children and adolescents at risk of exploitation and abuse.

The key purpose of the It’s a Penalty campaign was to EDUCATE football fans and those travelling to Brazil for the World Cup with the vital message that payed-for sex with a minor (17 and under) is a crime, and those who commit it are subject to prosecution both in Brazil and in their home countries due to Extraterritorial Legislation, such as the UK’s Section 72 of the 2003 Sexual Offences Act; EQUIP foreign football fans and tourists with the necessary tools to report a crime while in Brazil; ENCOURAGE everyone that IF YOU SEE SOMETHING, SAY SOMETHING by dialling the Brazilian child protection helpline.

The 2014 Campaign was supported by some of the biggest names in international football, the Metropolitan Police, the British Football Association (FA), the former British Prime Minister David Cameron, the National Crime Agency (CEOP-NCA), the UK and Brazilian Governments, the Brazilian Federal Police, UNICEF, A21, Jubilee Campaign and ECPAT.

World Cup 2014 Campaign Film

SUPPORTED BY GARY LINEKER, FRANK LAMPARD, ALAN SHEARER, DAVID LUIZ, OSCAR AND RAMIRES.

THE 30 SEC FILM WAS SHOWN ON EVERY BA FLIGHT FOR 3 MONTHS.

MAJOR ACHIEVEMENTS OF THE WORLD CUP 2014 CAMPAIGN

  • The It’s a Penalty campaign messages reached  307 million people throughout the 2014 World Cup period
  • The campaign film was shown in flight on every  British Airways flight for 3 months during the World Cup and seen by a global audience of 80,000 worldwide travellers
  • The campaign went global, reaching 233.1 million people through actual media
  • The British Football Association (FA) distributed the It’s a Penalty Campaign wristbands to every football fan traveling to Brazil from the UK for the World Cup
  • The Foreign & Common Wealth Office in the UK (FCO) distributed the campaign wristbands at London airports, including Gatwick and Heathrow
  • The campaign messages reached 37.8 million people via social media
  • The campaign also reached out for football fans at their arrival in Brazil through airport posters and billboards
  • More than 150 volunteers distributed leaflets to 70,895 football fans and tourists around stadiums in Brazil, equipping them with the Brazilian Child Protection helpline
  • The It’s a Penalty campaign film was seen by a targeted audience of 117,267 football fans in Brazil
  • 11,252 calls were made throughout the World Cup period reporting cases of crimes against children
  • 87 arrests were made during the World Cup of foreign nationals engaging in child abuse or exploitation
“I would like to take this opportunity to offer my support for this important campaign. Child sexual exploitation is an abhorrent crime, no matter when, or where, it occurs and I am committed to tackling it, in whatever form it takes.”
David Cameron, Former British Prime Minister
“I’m proud to be involved. This campaign can – and will – make a difference.”
Gary Lineker, Ambassador for the Campaign
“This is a really important campaign. I’m proud to be supporting It’s a Penalty. It’s crucial that football supporters stand with us against the sexual exploitation of children.” 
Frank Lampard
“This campaign is an important one to raise awareness for something abhorrent that still occurs, and as attention turns to Brazil we support the campaign and the crucial work it is doing to stamp out the exploitation of children”.
Roy Hodgson, England Football Team Manager