Super Bowl LII in Minneapolis, USA
4th February 2018

16,182,544 people total impact reach


“I am proudly supporting the It’s a Penalty Campaign, because I believe every child should be defended against sex trafficking.”

Rashad Jennings, Former NFL Player

Main achievements

Campaign film:  7,500,000 passengers  – shown in-flight by American Airlines before and during the event

Campaign materials: 29,915 people – (mosaic of pictures of wristbands, leaflets, posters, coasters) distributed in 14 Radisson Hotel Group, where 22 staff members were trained to spot human trafficking during the Super Bowl and beyond

Publications: 7,550,000 passengers – American Airlines shared a full-page ad on their in-flight magazine, American Way, and an article ran in Gridiron Magazine

Social media reach: 1,102,629 people

300% increase of calls reporting exploitation & trafficking during the run up and the Super Bowl weekend compared to same time period in 2017


For the It’s a Penalty Campaign at the Super Bowl LII, we collaborated with the Anti-Trafficking Sub-Committee in Minneapolis, as well as US-based human trafficking NGO, the Polaris Project, to publicise Polaris’ hotline & text to report the exploitation & trafficking of children and young women. We also enacted an extensive partnership with the Radisson Hotel Group, leading to our campaign materials being distributed in 14 local hotels, as well as 22 of their staff being trained in identifying and reporting the exploitation and trafficking of young women and children. Because of our efforts in Minneapolis, calls made to Polaris’ hotline during the Super Bowl reporting exploitation and trafficking increased by 300% (compared to the same time the previous year).


The training of the staff at 14 participating hotels not only led to It’s a Penalty having an impact on the ground during the Super Bowl, but also contributed to the anti-exploitation and anti-trafficking legacy of It’s a Penalty in Minneapolis. Our positive relationships with partners for the 2018 Campaign in Minneapolis has also led to endorsement of It’s a Penalty to run around future Super Bowls – in 2019, we will be launching the It’s a Penalty Campaign at the Super Bowl LIII in Atlanta, which has one of the highest levels of minor sex trafficking out of all US cities. This continued operation of It’s a Penalty in the series of major US cities due to host upcoming Super Bowls equates to a sustained legacy for the anti-exploitation and –trafficking efforts of the campaign in the US.

Please download our full impact report here