2023 Arizona Super Bowl LVII Campaign
It’s a Penalty campaigns around major sporting events, harnessing the power of sport to prevent abuse, exploitation and trafficking worldwide. We work with some of the biggest names in sport, sporting governing bodies, the travel and tourism industry, NGOs and the general public to end these forms of violence.
In advance of Super Bowl LVII in Glendale, Arizona, It’s a Penalty will launch our sixth Super Bowl campaign to raise awareness about human trafficking, exploitation and abuse, the penalties for offenders, signs to look out for, how to report a suspected case and support available for survivors. Scheduled to run from the beginning of January through the end of February 2023, the It’s a Penalty Arizona Campaign, with support from our partners and local NGOs, will encourage millions of people to help prevent modern slavery and protect survivors throughout the United States and worldwide.
Human trafficking, exploitation and abuse is a major issue in Arizona, the US and globally.
It is estimated that between 15,000 to 50,000 women and children are forced into sexual slavery in the United States every year, and the total number varies wildly as it is very difficult to research. One study from the Department of Health and Human Services estimated the number between 240,000 and 325,000, while a report from the University of Pennsylvania put it at between 100,000 and 300,000.
A total of 2,198 persons were referred to U.S. Attorneys for human trafficking offenses in fiscal year 2020, a 62% increase from the 1,360 persons referred in 2011. ( Bureau of Justice Statistics)
The Polaris National Human Hotline has identified Arizona as the eighteenth highest State for Human Trafficking 2022.
90% of children trafficked in the United States are U.S. citizens. ( U.S. Department of Justice)
Our goals for the campaign are to:
EDUCATE
EDUCATE
sports fans and the general public about what human trafficking is, the penalties for offenders and how to #KNOWTHESIGNS of exploitation and human trafficking.
EQUIP
EQUIP
sports fans and the general public with ways to report anything suspicious.
ENCOURAGE
ENCOURAGE
If you SUSPECT IT? REPORT IT! and encourage victims to speak up.
Thank you to our partners!
CAMPAIGN ACTIVITIES
Bespoke 30-second campaign film, featuring high-profile Ambassadors including the NFL’s Aaron Rodgers, Markus Golden, and Chris Godwin. Campaign Press Launch: On January 25th, It’s a Penalty will host a press launch with its partners from the travel & tourism industry, the sports industry, local law enforcement and local government, NGO’s and a human trafficking survivor, to discuss efforts to battle human trafficking leading up to the Super Bowl, hosted in collaboration with Hilton and the Arizona Biltmore, A Waldorf Astoria Resort.
Informative campaign materials featuring the faces of the NFL athletes, signs to look out for, National Human Trafficking Hotline and a worldwide reporting mechanism.
International airlines, including Southwest and American Airlines will show the campaign film in-flight throughout the lead-up to and during the Campaign. IAP team attended the Southwest Airline lounge and handed out campaign materials to staff.
Stop Traffic Walk: On January 28th, It’s A Penalty will participate in the Stop Traffic Walk in Phoenix, which raises funds for the nation’s largest human trafficking rescue & rehabilitation operation at the Phoenix Dream Center and StreetLightUSA. It’s a Penalty will have a booth to share its educational campaign materials and will speak at the event to a potential 5,000 people.
Working with local organizations, Where Hope Lives to contextualize our campaign messaging and support available for survivors.
Partnering with the hospitality industry on-the-ground in Arizona and the surrounding area, including Airbnb, Hilton, Motel 6 & IHG to distribute the campaign film and materials to educate hotel guests and employees. Training Events: On January 25th and 26th, It’s a Penalty will participate in informational outreach and training events with Hilton Hotels staff, Airbnb hosts, and Southwest Airlines Phoenix employees. Each session will educate attendees and provide them with materials and resources including NCMEC’s list of missing children in Phoenix, signs on how to spot human trafficking, and methods to report.
National and global social media and PR campaigns to share campaign messages, information about our partnerships and provide essential information to people worldwide. Follow @itsapenalty on IG, FB & Twitter.