Super Bowl LVIII (2024) in Las Vegas 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 the Super Bowl in Las Vegas, It’s a Penalty launched our seventh 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. Running from the beginning of January through the end of February 2024, the It’s a Penalty Las Vegas Campaign, with support from our partners and local NGOs, encouraged millions of people to help prevent modern slavery and protect survivors locally and globally.
Human trafficking, exploitation and abuse is a major issue in Las Vegas, the US and globally.
Las Vegas ranks in the top 10 states for trafficked and exploited youth. (Polaris, Nevada Sustainability Alliance)
50 million are estimated to be trafficked around the world (ILO)
Nevada's vibrant tourism industry presents unique challenges in the fight against human trafficking
90% of children trafficked in the United States are U.S. citizens. ( U.S. Department of Justice)
Our goals for the campaign were to:
EDUCATE
EQUIP
ENCOURAGE
Thank you to our partners!
CAMPAIGN ACTIVITIES
Bespoke 30-second campaign film, featuring high-profile Ambassadors from the Las Vegas Raiders including President Sandra Douglass Morgan, Maxx Crosby, Defensive End And Josh Jacobs, Running Back.
Informative campaign materials featuring the faces of the NFL athletes, signs to look out for, National Human Trafficking Hotline and a local Las Vegas hotline.
International airlines, including British Airways, Southwest and American Airlines showed the campaign film in-flight throughout the lead-up to and during the Campaign.
It’s A Penalty hosted two volunteer events with NGO’s and partners. One of the training events was a drive for supplies for survivors. Whilst the other involved packing educational materials to send to hospitality partners.
It’s A Penalty launched their campaign at Caesars Palace in a two–part event consisting of a press launch and a campaign launch with our partners, dignitaries and survivors.
Working with local organizations as part of the Las Vegas Super Bowl Host Committee’s NGO partnership
Partnering with the hospitality industry on-the-ground in Las Vegas and the Nevada area, including Caesars, Wynn Resorts, MGM, G6 Hospitality, IHG, Airbnb, Hilton Hotels and The AHLA Foundation to distribute the campaign film and materials to educate guests and employees. Training Events: The It’s a Penalty team conducted training and participated in informational outreach and training events. Each session educated attendees and provided them with materials and resources including NCMEC’s list of missing children in Las Vegas, 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.
I AM NOT A SOUVENIR CAMPAIGN
Earlier this year, It’s a Penalty additionally launched a survivor focussed campaign – ‘I am Not a Souvenir’ which launched in Las Vegas by It’s a Penalty and their partners, aiming to combat human trafficking and exploitation. This critical campaign rolled out across Harry Reid International Airport and around the city in November, ahead of the Super Bowl.
The initiative, joined by It’s a Penalty’s partners in the travel, tourism, and hospitality industry, along with local NGOs and law enforcement, served as a poignant reminder that individuals are not commodities and underscored the importance of protecting our communities from these crimes.
taking a victim-centric approach
When reporting suspected cases of human trafficking, abuse, and exploitation, adopting a victim-centric approach is essential. This approach prioritizes the safety and well-being of the victim, recognizing the trauma and fear they may have endured. It creates a supportive environment, encouraging victims to feel secure enough to share their experiences.
However, it’s important to understand that direct interaction with potential victims should be handled by experts and specialists trained in victim-centric support. These professionals are equipped with the necessary skills and understanding to approach victims in a manner that minimizes further trauma and maximizes their safety.
Accurate identification of victims is another critical aspect of this approach. Many individuals may not initially recognize themselves as victims due to manipulation or fear. Understanding their situation from their perspective is key to offering the right support and services.
In summary, while a victim-centric approach in reporting is crucial, it’s imperative to leave direct interactions to those who are trained in providing such specialized support. This ensures the safety and well-being of both the victims and those reporting the suspected cases. So, if you see something which does not feel right, leave it to the experts to handle the situation.
Call: 1-888-373-7888 (National Human Trafficking Hotline)
Text* 233733
Call: (702) 936-4004 (Nevada Local Hotline)
It’s a Penalty and partners encourage all to take a victim-centric approach when reporting a suspected case of human trafficking, abuse and exploitation.