Making an Impact
We are pleased to share with our supporters It’s a Penalty’s latest ‘Campaign Impact Report’, which details our Human Trafficking Prevention Campaign during the UEFA Women’s EURO 2025.
This multiplatform, multilanguage campaign was live throughout the tournament across Switzerland and Europe, uniting high-profile footballers, leading travel and hospitality brands along with NGOs, to raise awareness while driving action against human trafficking.
With cases of sexual exploitation, forced labour and domestic servitude and other types of exploitation reported in Switzerland and across Europe, human trafficking shows no signs of slowing down. This crisis demands urgent, coordinated prevention efforts to combat it, and signpost people to safety.
By harnessing the visibility of one of this year’s largest sporting events, we equipped individuals with knowledge to; understand the myths and realities of human trafficking, identify potential cases, and safely report suspicions.
Changing Awareness and perceptions
Our post-campaign survey of Swiss audiences revealed encouraging outcomes:
- 72% of respondents reported increased awareness of human trafficking and exploitation.
- 81% of respondents felt more confident about how to report suspected cases.
One participant shared: It’s essential to be reminded that this happens every day, everywhere. The campaign gave me a better understanding of how broad human trafficking really is.
Partnerships driving change
The campaign’s power came from collective action across industries:
- Airlines: A 30-second awareness film was featured on British Airways and KLM flights.
- Airports: Posters and digital signage reached thousands at Zurich Airport and other hubs.
- Hospitality: Booking.com distributed campaign information to 240,000 accommodation partners and hosted a training webinar to strengthen detection and reporting. Accor Hotels engaged staff and guests across all Swiss hotels.
- Public Transport: 311 multilingual posters across Switzerland reached more than 862,000 people.
- Rideshare & Car Hire: Uber and Europcar distributed awareness materials to both drivers and passengers.
- NGOs: FIZ Fachstelle Frauenhandel und Frauenmigration, Platform Traite, and La Strada International supported with campaign messaging and language translations.
Footballers stand against human trafficking
Seven elite footballers – each representing a participating nation in the UEFA Women’s EURO – came together to raise awareness about human trafficking. We are deeply grateful to our campaign ambassadors for using their platforms to amplify this vital cause.
The campaign ambassadors were:
Seraina Piubel (Switzerland), Melvine Malard (France), Jill Roord (Netherlands), Jess Fishlock (Wales), Mary Earps (England), Leila Ouahabi (Spain), and Celin Bizet Ildhusøy (Norway).
Scroll below to view our Campaign Ambassadors.
The footballers featured in a our short campaign film to raise awareness of human trafficking to equip, educate, and inspire change.
In addition to the film, the footballers featured on campaign posters and digital signage at key locations across Switzerland and Europe. These materials provided essential information on identifying indicators of human trafficking and taking safe, informed action.
Our partners
Our success was made possible by the dedication and support of our partners.
