On the 15th January 2019, It’s a Penalty launched our seventh campaign around the Super Bowl LIII in Atlanta, in collaboration with our Founder Partner, A21, along with N2 Publishing and its giving program N2GIVES, Comic Relief, the McCain Institute, Laureus Sport for Good, Freedom Challenge, Human Traffick Proof The ATL (IHTI), Wellspring Living, Sysdoc, Hilton and Polaris.
We utilised the monumental platform provided by the Super Bowl and harnessed the positive power of sport to reach millions of people in the run-up to and during the Super Bowl to stand up against human trafficking, both in Atlanta and worldwide. The main goals for the 2019 It’s a Penalty Campaign were to educate and raise awareness amongst sporting fans and the general public about the issues, penalties for offenders, and how to identify exploitation and trafficking, to equip them with the tools to make a report wherever they are in the world, and to encourage them to ‘learn something, see something, do something’.
High profile American Football players like Aaron Rodgers, Andy Dalton, Benjamin Watson, Ryan Tannehill, Matt Ryan, Roddy White and Brad Guzan (Soccer player) were the voices and the faces of our 2019 campaign and appeared in our 30 second campaign video (which you can watch above), showed in-flight on American Airlines and British Airways, delivering the campaign awareness message to over 39.2 million passengers globally.
In addition, we partnered with the Hilton International hotels who brought together forty hotels in the city of Atlanta. Their management and staff received vital training to spot human trafficking. The film was also shown in the hotels and guests received It’s a Penalty campaign materials with the Polaris reporting hotline and the signs to look out for. The 10,000 Super Bowl volunteers also received training to spot human trafficking by our partners IHTI (International Human Trafficking Institute) and watched the It’s a Penalty awareness video. Another industry that joined our fight against human trafficking was taxi companies, Uber and Lyft. 6000 Taxi drivers across Atlanta were trained by our partners IHTI and displayed campaign materials inside their cars, including rear-view mirror hanging tags with the Polaris hotline. We are very grateful for the outstanding results of this campaign and looking forward for Super Bowl LVI in Miami, Florida.
We believe that only by working together in partnership and collaboration will we be able to protect vulnerable people and children worldwide.