Campaign film: 9,000,000 passengers – shown in-flight by Cathay Pacific and Cathay Dragon

Publications: 124,500 people – Hong Kong Sevens official programme, Women’s official Sevens programme, Rugby Sevens Visitor’s Guide, City Life magazine that goes into 280 hotels throughout Hong Kong and Visitor information centres.

Impact

We worked in partnership with two Hong Kong-based NGOs, STOP and The Mekong Club, to raise the profile of human trafficking and exploitation in Hong Kong, an issue which is often ignored and denied being a problem by the local Government, in order to eventually affect policy, practice and legislation. It’s a Penalty’s collaboration with the Hong Kong Rugby Union (HKRU) created awareness about exploitation and trafficking in the sporting governing body, culminating in us facilitating a training presentation to 70 HKRU staff, which educated them on the issues, and how to identify and report these crimes.  It’s a Penalty partnered with two Hong Kong-based hotels to distribute campaign materials to guests, and train their staff to identify and report exploitation and trafficking.

After seeing the It’s a Penalty campaign film on one of our partner airlines, an 11 year-old boy contacted It’s a Penalty to report the abuse of himself and his teammates by his swimming coach. The appropriate action has now been taken to inform the child’s parents and protect this child and others like him from this coach. The case of this young boy is a perfect example of the impact that the It’s a Penalty campaign has on children and vulnerable people in the cities that it operates and around the world.