It’s a Penalty collaboratively combats human trafficking, exploitation, and abuse using sport’s unifying power to drive local and global educational campaigns during significant sporting events. We customise these campaigns for each host location, achieving worldwide reach averaging 180 million people.

Our multifaceted approach includes collaboration with sectors like sports, travel, tourism, law enforcement, and NGOs. Having so far campaigned during 17 Major Sporting Events and the Liam Neeson ‘What is Human Trafficking’ campaign, It’s a Penalty, together with partners, has facilitated the protection of over 17,000 survivors of abuse, exploitation and trafficking, and prevented thousands more from being victimised.

Parallel to our campaigns, It’s a Penalty runs three core programmes: CommonProtect advocates for legal reform in Commonwealth countries, the Student Ambassador Programme empowers UK university students to combat exploitation, and Safe to Compete, co-led with NCMEC, educates sports coaches and parents in the USA on abuse prevention.

Through education, awareness, and intervention, It’s a Penalty aims for a world free from exploitation and abuse.