Full-time For Child Exploitation
It is a sad fact that major sporting events such as the Olympics and World Cup are hot spots for incidences of child sexual exploitation. We’ve been tackling this issue and raising general awareness around child exploitation through It’s a Penalty – a campaign targeting major sporting event visitors and fans.
With top sporting influencers from Usain Bolt to Gary Lineker driving the conversation we’ve created a host of content for use at key 2016-18 sporting events. We then amplified this content across the globe with a multi-platform social strategy.
The 2018 campaign spanned the Super Bowl, the Winter Olympics, the HK Rugby Sevens, and the Australian Commonwealth Games. Across these events the campaign delivered a reach of over 450 million people.
There was up to a 400 per cent increase in reporting rates and post campaign tracking showed that 85 per cent of respondents felt It’s a Penalty improved their awareness of the global issues of abuse, exploitation, and trafficking.