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.