Winter Games in South Korea 9-25th February

70,176,853 people total impact reached


The time that we worked with It’s a Penalty campaign gave us great happiness. I will cherish that memory for long time

Taeckhyung Kim, Project Manager I Public Engagement Team, POCOG


Main achievements

Campaign film:  13,550,000 passengers- shown on British Airways flights for 3 months, at the giant screens at the Winter Games Plaza

Publications: 13,500,000 people – LATAM airlines shared a full-page ad on their inflight magazine

Campaign materials: 30,500 people – placed at Winter Olympic Games Plaza’s information points, MCM stores in Gangnam, British Embassy in Seoul

Social media reach: 43,096,353 people

7% increase of calls reporting child abuse during the Winter Olympics & Paralympics compared to the same time period in 2017


It’s a Penalty supported the South Korean Federal Police during the 2018 Winter Games by publicising the national hotline 112 to sporting fans visiting for the Games. The number was shown on our campaign film, campaign materials and on social media. During the games there was a 7% increase in cal