As we wrap up 2024, we want to take this opportunity to express our gratitude to you – to our partners, sponsors, supporters, volunteers, and followers.

Your unwavering support inspires us every day, helping us achieve our mission to prevent abuse, exploitation, and human trafficking globally. This year was particularly special as we celebrated a Decade of Progress, marking our 10th anniversary which presented a time for reflection, and making plans for the future.

At this time of year, we take a moment to look back on a year of remarkable progress and look ahead with hope and determination, as we remain steadfast in our mission to prevent abuse, exploitation, and human trafficking on a global scale.

Human Trafficking Prevention Campaigns

In 2024, we amplified our efforts to raise awareness at some of the world’s largest sporting events, including:  the Super Bowl in Las Vegas and the Paris 2024 Olympics & Paralympics. Collaborating with with airlines, transportation providers, the hospitality industry, NGOs, law enforcement, sporting governing bodies, and host committees to maximize citywide impact, we were able to

• Reach 416 million people with critical information on identifying and reporting exploitation.

• Support the recovery and rescue of 15 missing children during the Super Bowl, in partnership with the National Center for Missing and Exploited Children.

• Evidence increased awareness of human trafficking, how to identify it and safely report cases among the campaign target audience.

These outcomes demonstrate the power of collaboration in driving global change.

Student Ambassador Programme

In 2024, our Student Ambassador community grew to over 400 students from 65+ universities, reaching nearly 271,000 people. Key projects included:

• A joint project with the West Midlands Anti-Slavery Network, to collaborate on initiatives raising awareness of modern slavery in the West Midlands.

• Establishing a new panel of Lived Experience Experts, VOICE, who are working directly with students to ensure a survivor-centered approach in all initiatives.

Human trafficking remains one of the fastest-growing criminal industries globally,  and shows no signs of slowing down. But neither do we, and in 2025 we aim to scale up our impact, continuing to harness key partnerships to achieve our shared goals together. With plans already underway, this new year is looking to be one of most ambitious yet, including:   

• Re-launching our “What is Human Trafficking?” film featuring Liam Neeson, airing on Emirates Airline during National Human Trafficking Month in January.

• Our 8th Super Bowl campaign in New Orleans, raising awareness during one of the USA’s biggest sporting events.

• Running a campaign at the UEFA Women’s Euros 2025, leveraging the power of sport to inspire action across Europe.

Your support makes all the difference. You are helping to build a world free from abuse, exploitation, and human trafficking.

Let’s continue to make a lasting impact, together

The It’s a Penalty Team

Your donation helps us continue our vital work to prevent human trafficking globally. Together, we can make a tangible difference in the fight against human trafficking. You can donate here.