2014 World Cup in Brazil

307 million people total impact reached


“This is a really important campaign. I’m proud to be supporting It’s a Penalty. It’s crucial that football supporters stand with us against the sexual exploitation of children.”

Frank Lampard


Main achievements

The It’s a Penalty campaign messages reached 307 million people throughout the 2014 World Cup period

The campaign film was shown in flight on every British Airways flight for 3 months during the World Cup and seen by a global audience of 80,000 worldwide travellers

The campaign went global, reaching 233.1 million people through actual media

The British Football Association (FA) distributed the It’s a Penalty Campaign wristbands to every football fan traveling to Brazil from the UK for the World Cup

The Foreign & Common Wealth Office in the UK (FCO) distributed the campaign wristbands at London airports, including Gatwick and Heathrow

The campaign messages reached 37.8 million people via social media

The campaign also reached out to football fans at their arrival in Brazil through airport posters and billboards

More than 150 volunteers distributed leaflets to 70,895 football fans and tourists around stadiums in Brazil, equipping them with the Brazilian Child Protection helpline

The It’s a Penalty campaign film was seen by a targeted audience of 117,267 football fans in Brazil

11,252 calls were made throughout the World Cup period reporting cases of crimes against children According to the Brazilian Ministry of Justice, in Brasilia, there were 29 foreign nationals reported through the Brazilian National help line number ‘Dial 100’ involved in cases of sexual exploitation during the World Cup 2014.