On the 9th of January, It’s a Penalty launches the 2020 Super Bowl LIV campaign with founding partner, A21, alongside major partners N2GIVES, Malouf Foundation, IHG Hotels Group, supported by Uber, Atlantic Broadband, Miami Airport, Miami Chamber of Commerce, End It Movement, Sysdoc, AHLA, FRLA, Hilton Hotels, IJM, Forever Young Foundation, Hope for Freedom, SOAP.

The campaign is also supported by the Super Bowl Host Committee, The Women’s Fund Miami-Dade, the Office of Miami-Dade State Attorney, Katherine Fernandez Rundle, the Miami Dolphins and the NFL, and in partnership with local, state and federal agencies including the U.S Attorney for the Southern District of Florida, HSI, FBI, federal and local trafficking task forces, and over 400 local volunteers.

Human trafficking is a major issue in Miami and the U.S. :

Children as young as 12 years old are being sold for sex in the U.S. In Miami, there are documented cases of children sex trafficking as young as 13-years old

More than 100,000 children are sold for sex in the U.S. each year

83% of sex trafficking victims in the U.S. are U.S. citizens

Miami has the fourth highest rate of calls per capita made to the National Human Trafficking Hotline in 2017 (Polaris);

Florida as a state has the third highest rate of human trafficking cases reported (Polaris)

Human trafficking is a major issue in Miami and the U.S. :

Children as young as 12 years old are being sold for sex in the U.S. In Miami, there are documented cases of children sex trafficking as young as 13-years old
More than 100,000 children are sold for sex in the U.S. each year
83% of sex trafficking victims in the U.S. are U.S. citizens
Miami has the fourth highest rate of calls per capita made to the National Human Trafficking Hotline in 2017 (Polaris);
Florida as a state has the third highest rate of human trafficking cases reported (Polaris)

Large events, such as the Super Bowl, can lead to increased instances of human trafficking due to a high influx of visitors.
It’s a Penalty’s aims to:

EDUCATE

EDUCATE – sports fans and general public about what human trafficking is, the penalties for offenders and how to #KNOWTHESIGNS of exploitation and human trafficking.

EQUIP

EQUIP – sports fans and general public with ways to report anything suspicious.

ENCOURAGE

ENCOURAGE – everyone to CALL. TEXT. SAVE LIVES! and victims to speak up.

We believe that sport is a force for good. The It’s a Penalty Campaign will harness the Miami Super Bowl LIV’s power as a platform to encourage millions of people in the run-up to and during the event to help raise awarenesa by standing up against human trafficking.

PLEASE WATCH AND SHARE OUR 30-SEC GLOBAL CAMPAIGN FILM

High-profile American Football players, including Charles Harris and Jerome Baker from the hosting team, Miami Dolphins, as well as Aaron Rodgers, Andy Dalton, Ryan Tannehill, Benjamin Watson, and Nick Foles deliver an impactful message on the 2020 30-second campaign film

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DOWNLOAD OUR MEDIA KIT to find out how you can support the campaign on social media.

CLICK HERE

CAMPAIGN ACTIVITIES

30 SEC-FILM

  • The 30-second Campaign film featuring NFL players can be seen:
    • Inflight on all British Airways and American Airlines planes during January and beginning of February
    • At Miami airports in January
    • Shown from 1/1/20 – 2/7/20 on 600 spots, networks: A&E, AMC, ANIMAL, BET, BRAVO, COMEDY, CNBC, CNN, Discovery, ESPN, ESPN2, E!, ABC Family, FOOD, FSFL, FX, Fox News, GOLF, Hallmark, HGTV, History, HLN, Lifetime, MSNBC, MTV, NICK, SYFY, SPIKE, SUN, TBS, TLC, TNT, CARTOON, TRAVEL, TRU, TVLAND, TWC.

AWARENESS ACTIVITIES

  • 40 IHG hotels will display posters and distribute leaflets, business cards, wristbands,  and lip balms to guests and staff – total of 27,841 visual assets displayed – start date 17th January 2020
  • Uber – 5,000 cars will display rearview tags with national US hotline (Polaris) and local reporting hotline (Miami)
  • A21 will train over 400 volunteers, on the 25th January,  in partnership with the SOAP Project to assemble awareness kits, campaign materials (including posters, leaflets, wristbands, cards, lip-balms, including a NCMEC list of missing children), as well as bars of soap with hotline information printed on them to distribute to 300 hotels and motels in Miami, including 60+ Hilton Hotels. All volunteers will be trained on how to identify human trafficking.
  • Hilton Hotels will train their staff and management to spot human trafficking across 32 hotels and have committed to distributing IAP campaign materials.

HOW YOU CAN SUPPORT

DOWNLOAD OUR MEDIA KIT to find out how you can support the campaign on social media.

Follow It’s a Penalty on social media:

Share the campaign film and tag 2 friends on your post

Download our Digital Comms Guidelines here with additional ways to support

TOGETHER WE CAN MAKE A DIFFERENCE!

FOUNDING PARTNER

HEADLINE PARTNER

SUPPORTING PARTNERS

FRIENDS

PARTICIPATING AIRLINES