WHO WE ARE
ITS A PENALTY
Alongside our global awareness campaigns, It’s a Penalty partners with businesses through specialist consultancy and training to tackle modern slavery risks, strengthen supply chain practices, and lead in preventing exploitation. We also deliver CommonProtect, our advocacy programme driving legal reform and systems change across the Commonwealth to protect children from violence, sexual exploitation, and abuse (CSEA). Through education, training, awareness, and direct intervention, It’s a Penalty works with governments, businesses, and communities towards a world free from exploitation and abuse.

WHO WE ARE
OUR AMBASSADORS
Usain Bolt
Olympic and World Champion
Mary Earps
England Football Player
Maxx Crosby
American Football Defense End for the Las Vegas Raiders
Sandra Douglass Morgan
President of the Las Vegas Raiders
Josh Jacobs
American Football Running Back for the Las Vegas Raiders
Liam Neeson
Actor
WHAT WE DO
OUR PROGRAMS

Advocating for legal reform
Through our programme Commonprotect, we advocate for legal reform in order to protect children from sexual exploitation and abuse (CSEA) throughout the Commonwealth.
LEARN MORE
WHAT WE DO
OUR IMPACT
2024 Paris Olympics & Paralympics Campaign
Las Vegas ranks in the top 10 states for trafficked and exploited youth. On January 29, 2024, It's a Penalty hosted its 7th Super Bowl campaign launch and press event at Caesars Palace, Las Vegas.
83% of respondents to a post-campaign survey INCREASED AWARENESS of human trafficking and exploitation.
82% of respondents to a post-campaign survey INCREASED KNOWLEDGE of how to find help and report suspected cases.
76% of respondents to a post-campaign survey INCREASED CONFIDENCE and likeliness to report suspected cases of human trafficking and exploitation.
263.8 MILLION Total estimated reach of all campaign distribution channels. REACH Number of people potentially reached via the campaign through July - September 2024.
2024 Las Vegas Super Bowl Campaign
Las Vegas ranks in the top 10 states for trafficked and exploited youth. On January 29, 2024, It's a Penalty hosted its 7th Super Bowl campaign launch and press event at Caesars Palace, Las Vegas.
13 juvenile victims of sex trafficking recovered week of February 11 by the LVMPD
15 missing children from the Las Vegas area recovered thanks to everyone's efforts
153.8 M We reached a total combined audience of over 153.8 million people with campaign media coverage
2023 Australia /NZ Women's World Cup
1 in 8 children globally are sexually abused or exploited before the age of 18. On 6th July 2023 in Sydney, we launched our Keep Kids Safe Campaign ahead of the Women’s World Cup.
149,000 people were reached through our campaign in communities in 6 Pacific countries
3.7 million people were reached via airports
93% of people reported an increased awareness of abuse and exploitation of children, particularly in sports due to the campaign
2022 Qatar World Cup - digital campaign
It's a Penalty and STOP THE TRAFFIK came together to run a digital campaign geotargeting football fans attending the 2022 World Cup in Qatar.
158,656 unique link clicks to the digital campaign
1,044,357 reach
68% confirmed they will start taking preventative action as a result of the campaign
CommonProtect - legal reform in the Commonwealth
A review of the legal systems protecting children from sexual exploitation and abuse across the Commonwealth.
It is estimated that one in eight children are sexually abused worldwide, which amounts to 12.7% of the world’s children - many of whom live in the Commonwealth.
Only 6 countries have criminalised child marriage sufficiently.
18 out of the 21 countries analysed have not sufficiently addressed all forms of human trafficking.
LATEST NEWS
WHAT WE DO
OUR EVENTS
EVENT ENDED
2025 Switzerland Campaign - UEFA 2025 Women's EURO

Wed 25th Jun, 2025
9:30am BST / 10:30am CEST




Online
EVENT ENDED
Super Bowl 2025 New Orleans Press & Campaign Launch




Tue 28th Jan, 2025
9:30am - 12pm CST




Manning's Restaurant, Caesars New Orleans 519 Fulton Street New Orleans, LA 70130 United States
EVENT ENDED
Official #CHOGM2024 Side Events




Wed 23rd Oct, 2024




Samoa
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