Gold Coast Commonwealth Games in Australia 4-15th April 2018

10,457,722 people total impact reached


“We’re proud to support, share expertise and partner with It’s a Penalty to help develop this important global child-safeguarding initiative in 2018.”David Grevemberg , CEO I Commonwealth Games Federation

“It was an absolute pleasure to work with It’s a Penalty. Hopefully, it can be a legacy arrangement for future Commonwealth Games.”Pat Vidgen, General Manager I Strategic Engagement Team, GOLDOC


Main achievements

Campaign film: 4,875,000 people – shown at all 17 Gold Coast Commonwealth Games Venues, in 11 Village Cinemas across the Australia, and on-board Virgin Australia flights for 3 months (February-April)

Publications: 3,024,999 passengers – Virgin Australia shared a full-page advert about the campaign in their in-flight magazine

Campaign materials on the ground: 61,000 people distributed inside the Gold Coast Games Venue of Carrara Stadium (Track & Field)

Social media reach: 2,496,723 people