It's a Penalty – Ending abuse, exploitation and human trafficking on a global scale.

Raising awareness

Through global campaigns during major sporting events

Consultancy

Helping your business become a leader in the fight against exploitation

Advocating for legal reform

In the Commonwealth to protect children from sexual exploitation and abuse

50 Million People

people are estimated to be in modern slavery

(Source: ILO)

71%

of trafficking victims around the world are women and girls

(Source: ILO)

1/3

nearly one third of children account for identified trafficking victims globally

(Source: UNICEF & ICAT)

$236 Billion

is what human trafficking earns globally a year for traffickers

(Source: ILO)

TRIPLED

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 runs global awareness campaigns during major sporting events, reaching an average of 180 million people per campaign, in partnership with sports ambassadors, the travel, hospitality and tourism sector, law enforcement, NGOs and government bodies. Alongside these campaigns, we work with businesses through specialist consultancy and training to identify and mitigate modern slavery risks, strengthen supply chain practices, and lead in preventing exploitation. We also lead CommonProtect, our advocacy programme driving legal reform and systems change across the Commonwealth to protect children from sexual exploitation and abuse (CSEA). Through education, training, awareness and targeted interventions, we collaborate with governments, businesses and communities to reduce harm and move towards a world free from exploitation and abuse.

Our Strategy 2026-2028 (PDF)

2026 Glasgow Commonwealth Games Campaign

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

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.

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Consultancy

We help businesses and large corporations implement best-practise tools that go beyond compliance. From supply chain training to survivor-centred policies, we support ethical action at every level. For more information click below to email us:

TRAINING

EMAIL US

2026 San Francisco Super Bowl Campaign

On 28th January 2026, It’s a Penalty hosted its 9th Super Bowl campaign launch and press event in San Francisco.

73 trafficking victims supported, including 10 minors: through collaboration with regional partners, the campaign contributed to coordinated action supporting the recovery and safeguarding of trafficking victims.

7 missing and exploited children identified and safeguarded: the campaign helped strengthen awareness and action to protect children at risk of exploitation.

81M total audience reach: a multi-channel campaign across transport, travel, media and on-the-ground engagement reached 81 million people.

2025 UEFA Women’s EURO Campaign

On 25th June 2025, It’s a Penalty launched its UEFA Women’s EURO human trafficking prevention campaign in Switzerland.

195M potential audience reached: campaign messaging reached audiences across Europe and beyond through extensive distribution and media coverage.

9.7M travellers reached: campaign materials were seen across airports and transport hubs, alongside 983,000 people reached through on-the-ground engagement in Switzerland.

81% felt more confident reporting exploitation

72% of respondents reported increased awareness of human trafficking and exploitation, while 81% felt more confident about how to report suspected cases.

2025 New Orleans Super Bowl Campaign

On 28th January 2025, It’s a Penalty hosted its 8th Super Bowl campaign launch and press event in New Orleans.

3 children removed from exploitative situations: the campaign contributed to action that helped protect children from exploitation.

4 missing children rescued and recovered:through coordinated efforts, four missing children from the New Orleans area were safely recovered.

80% increased awareness of how to report: post-campaign feedback demonstrated a significant increase in awareness of how to report suspected exploitation and trafficking.

2024 Paris Olympics & Paralympics Campaign

On 9th July 2024, It’s a Penalty hosted its 4th Olympics and Paralympics campaign press launch at the Mercure Paris Centre Eiffel Tower Hotel.

83% increased awareness of human trafficking: post-campaign survey respondents reported greater awareness of human trafficking and exploitation.

82% increased awareness of how to find help and report: respondents reported increased awareness of where to find help and how to report suspected cases.

263.8M people reached: campaign distribution platforms reached an estimated 263.8 million people between July and September 2024.