Abuse, Exploitation and Human Trafficking on a global scale

50 Million People
people are estimated to be in modern slavery
(Source: ILO)
of trafficking victims around the world are women and girls
(Source: ILO)
nearly one third of children account for identified trafficking victims globally
(Source: UNICEF & ICAT)
$150 Billion
is what human trafficking earns globally a year for traffickers
(Source: ILO)
The share of children among detected trafficking victims has tripled, while the share of boys has increased five times over the past 15 years.
(Source: UNODC Human Trafficking FAQs)

It’s a Penalty works collaboratively to end human trafficking, exploitation and abuse. We harness the power of sport and run global and local educational and awareness Campaigns during major sporting events highlighting penalties for offenders, the signs to look out for, and how to make a report. Working in partnership with the sports, travel & tourism industry, NGO’s and law enforcers, the campaigns are contextualized in the host cities and countries.

It’s a Penalty has so far run 13 Campaigns including during the Olympic & Paralympic Games, the NFL Super Bowls, Hong Kong Rugby 7’s and the Commonwealth Games, reaching a potential 1.6 billion people.

Alongside the Campaigns It’s a Penalty has three other programmes including CommonProtect, which advocates for legal reform to improve protection from sexual exploitation and abuse for children throughout the Commonwealth countries; Student Ambassador Network, which educates and raises up University students in the U.K to prevent human trafficking and exploitation; and, together with NCMEC, we co-lead Safe to Compete, a programme that trains sports coaches and parents of children in Little Leagues in the USA to prevent abuse.
2022 LA Super Bowl LVI Campaign Impact Report
California consistently has the highest human trafficking rates in the United States.

On the 26th of January 2022 we launched our Campaign in Downtown Los Angeles. Together with 19 partners during our campaign...
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14 missing children were identified
8 minors who were being sexually exploited in Los Angeles were rescued
20% increase in reports to the US Human Trafficking Hotline number
Tokyo Games 2020 Campaign Impact Report
37,000+people live in conditions of modern slavery in Japan. (Global Slavery Index, 2018)
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500 students in five schools throughout Tokyo received campaign materials with the hotline number
2,800 employees at Narita airport were shown the signs of human trafficking, abuse and exploitation from our campaign poster and film which was translated to Japanese and displayed throughout their workplace
90% of respondents felt that It’s a Penalty Tokyo Campaign increased their confidence or likeliness to report suspected cases of exploitation and trafficking
2020 Super Bowl LIV Miami Campaign Impact Report
More than 100,000 children are sold for sex in the U.S. each year. In January 2020 we launched our human trafficking prevention campaign. During this time, together with our partners...
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22 survivors were rescued
163% increase of calls reporting human trafficking in Miami made to the National Human Trafficking Hotline
4 missing children were identified
2019 Super Bowl LIII Atlanta Campaign Impact Report
Human trafficking generates an estimated USD $150.2 billion per year. In Georgia, 7,200 men purchase sex from a minor every month, accounting for over 8,000 sex acts.

In 2019, It’s a Penalty launched our seventh campaign around the Super Bowl LIII in Atlanta. During this time, together with our partners
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6,000 Uber and Lyft drivers across Atlanta were trained by our partners IHTI to spot and report human trafficking.
26.3% increase of calls to the National Human Trafficking Hotline
4 hotels recognized and identified teens from the NCMEC list we distributed of missing children in Atlanta.
Student Activists
The Student Ambassador Network works with university students in the UK.  We provide a free course on the different types, vulnerabilities and complexities of modern slavery and then support and mentor students to design meaningful community activism projects.
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.
Keeping kids safe in sport
Safe to Compete is a national initiative between It's a Penalty and The National Center for Missing & Exploited Children (NCMEC) to prevent abuse, exploitation and trafficking of young children as they learn to compete in youth sports.
Our Ambassadors
Meet the high-profile Ambassadors who help us to deliver our campaign messages.