the difference we’re making to the global landscape of abuse, exploitation and human trafficking

Since 2014, It’s a Penalty has been working in collaboration to disrupt the fastest growing and second largest criminal industry in the world: human trafficking and exploitation.




Matthew’s Story

Following the 2018 It’s a Penalty Campaign, an 11-year-old boy was inspired to contact us after watching our campaign film on one of our partner airlines’ flights. Matthew contacted us to report the abuse that he and his teammates were suffering at the hands of their swimming coach.

Fortunately from the information this brave child provided us with, we were able to contact the Hong Kong Family & Child Protective Services Unit (FCPSU) to alert them of this potential abuse case. The FCPSU followed Matthew’s disclosure and the appropriate action has since been taken to protect this child and his teammates from this coach.


During our 2021 Campaign at the Super Bowl LV in Tampa, It’s a Penalty collaborated with the S.O.A.P. Project, NO MORE and In Our Backyard to deliver a weekend of outreach with a team of 500+ volunteers, distributing 93,000 It’s a Penalty campaign materials with trafficking reporting hotlines as well as NCMEC’s list of children missing locally to 245 hotels in Tampa and the surrounding area.

18 MISSING CHILDREN were identified in Tampa because of this outreach.

Ciara and Lou’s Story

As part of the 2019 Campaign, 6000 Uber and Lyft drivers across Atlanta were trained by our partners IHTI and displayed It’s a Penalty campaign materials inside their cars, including rear-view mirror hanging tags with the Polaris hotline.

“The It’s a Penalty Campaign is so important because our drivers interact with so many members of the community. The training, the awareness and the campaign materials saying what to do if you become suspicious of something are all so important for us at Uber.” – Ciara, Atlanta Uber Hub Manager

“The training has really opened my eyes, I’ve picked up young girls from hotels before and didn’t know how to report my concerns” – Lou, Uber Driver

We welcome collaborators, supporters, funding and in-kind partners to share our success.
Click here to see how you can join and help us to make a difference.