A Powerful Momement for Change
It’s a Penalty leverages major sporting events to drive global and local action against abuse, exploitation and trafficking. From January through February 2025, coinciding with the Super Bowl in New Orleans, we launched our 8th Super Bowl Prevention Campaign.
The campaign capitalized on global attention surrounding one of the year’s most anticipated sporting events to amplify our message. Through this multiplatform campaign, we harnessed the power of sport to educate the public about human trafficking and exploitation, in order to prevent it.’
With cases reported in all 50 states across the USA, and a 57% increase in victims identified in Louisiana in 2023, human trafficking shows no signs of slowing down. This crisis demands urgent, coordinated prevention efforts to combat this crime.
Uniting for a Common Cause
Marking our 8th Super Bowl campaign, this initiative united a coalition of high-profile ambassadors, global organizations, and local partners. By harnessing the visibility of one of the world’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.
Measurable Impact
As a result of our campaign, we achieved significant milestones, including;
Supporting the recovery and rescue of 4 missing children during the Super Bowl, in partnership with The National Center For Missing and Exploited Children.
Safety from harm: 3 juveniles were removed from exploitative situations.
Raising Awareness: 80% of survey respondents reported that the campaign increased their awareness of how to recognize and report human trafficking.
Widespread Reach: The campaign generated an estimated 235 million impressions through press coverage, social media, and on-the-ground media placements across New Orleans.
With an estimated 1 in 7 missing children in the United States likely to be victims of sex trafficking, we work alongside NCEMC (The National Center for Missing and Exploited Children) to share missing children posters among our travel and hospitality partners. By sharing faces and names of missing children, staff on the ground can help identify children at risk. This year, posters have been distributed in New Orleans and surrounding cities, focusing on local cases.
Watch the campaign film
The campaign film featured American Football players & professionals, who have joined forces to raise awareness about human trafficking to equip, educate, and inspire change. The film was screened in-flight on American Airlines, Southwest Airlines and British Airways, with estimated views reaching over 2.5 million passengers.
Our partners
Thank you to our partners!
