NFL Stars Aaron Rodgers, Markus Golden and Collette V. Smith Advocate to Finish Abuse and Human Trafficking throughout It is a Penalty’s Marketing campaign Forward of Arizona Tremendous Bowl LVII

The It is a Penalty marketing campaign brings collectively large names within the lodge, sport and tourism {industry} to teach and equip soccer followers and the general public in Arizona and all over the world

PHOENIX, Jan. 23, 2023 /PRNewswire/ — In the present day, It is a Penalty launched its 14th international marketing campaign forward of Tremendous Bowl LVII centered on harnessing the facility of sport to forestall abuse, exploitation and human trafficking. By means of partnerships with Hilton Resorts, IHG Resorts & Resorts, Airbnb, Motel 6, American Airways, Southwest Airways, and lots of others, the 2023 Tremendous Bowl marketing campaign covers journey touchpoints to teach sports activities followers and most of the people on what classifies as human trafficking and the next penalties tied to these offenses. This 12 months, It is a Penalty can also be excited to accomplice with The place Hope Lives, a survivor-based group that serves ladies in Arizona and supplies trauma-informed housing, behavioral well being, medical care, schooling and profession providers.

It is a Penalty goals to make use of massive occasions that deliver 1000’s of individuals collectively, such because the Tremendous Bowl, as a possibility to tell the general public on not solely find out how to establish exploitation and human trafficking, but additionally find out how to take motion and report these breaches of freedom.


  • 1/3 of detected trafficking victims are youngsters (Supply: UNODC, 2021)

  • The Polaris Nationwide Human Hotline has recognized Arizona because the eighteenth highest State for Human Trafficking 2022

  • Greater than 100,000 youngsters are bought for intercourse within the U.S. every year (Supply: ECPAT-USA)

  • 83% of intercourse trafficking victims within the U.S. are U.S. residents (Supply: U.S. Division of Justice)

  • 50 million persons are trafficked and exploited all over the world (Supply: ILO, newest World Estimates of Fashionable Slavery)

“The It is a Penalty marketing campaign, together with our companions, will assist to forestall human trafficking and exploitation within the run as much as and through Tremendous Bowl LVII, contributing towards a constructive legacy within the host metropolis of Phoenix and past,” mentioned Sarah de Carvalho, CEO, It is A Penalty. “We all know from earlier campaigns simply how impactful they are often. Final 12 months, our largest marketing campaign ran through the Tremendous Bowl in Los Angeles, which reported that 96% of individuals felt improved consciousness of the problems of human trafficking and exploitation, and extra outfitted to make a report after being uncovered to the It is a Penalty marketing campaign.”


It is A Penalty is proud to announce its 2023 Ambassadors to assist ship marketing campaign messaging:

  • Aaron Rodgers, Inexperienced Bay Packers

  • Lois Cook dinner, D.C. Divas

  • Markus Golden, Arizona Cardinals

  • Collette V. Smith, NFL’s 1st Black feminine coach in historical past

  • Chris Godwin, Tampa Bay Buccaneers

  • Andy Dalton, New Orleans Saints

  • Chatarius Tutu Atwell, Los Angeles Rams

  • Nick Foles, Indianapolis Colts

  • Tynequia Roberts, Tampa Bay Inferno

  • Chante Bonds, Boston Renegades

These high-profile athletes lend their voice to assist elevate consciousness through a 30-second marketing campaign movie proven in-flight by American Airways and Southwest Airways in addition to 52 American Airline lounges, with a possible to achieve as much as 10 million nationwide and worldwide passengers in January and February. If viewers suspect they’ve encountered a case of human trafficking, or in the event that they see a mixture of the indicators of exploitation, the marketing campaign movie encourages them to name the Nationwide Human Trafficking Hotline at 1-888-373-7888 to make a report or ship an nameless tip by texting ‘BE FREE’ to 233733.

ADDITIONAL CAMPAIGN ACTIVITIES – Centered on schooling and consciousness at journey touchpoints:

  • Consciousness Kits / Volunteer Occasion with The place Hope Lives: On January twenty fourth, It is a Penalty employees alongside volunteers from The place Hope Lives will create a whole bunch of consciousness kits for native accommodations containing all marketing campaign supplies to teach visitors and staff. These tangible and digital kits embody posters that includes the NFL Ambassadors with human trafficking ‘indicators to look out for’ and the Nationwide Human Trafficking Hotline for back and front of home; enterprise playing cards with the indicators and hotline data; wristbands with hotline data; and a listing of lacking youngsters from the final two years within the Phoenix space from our companions, NCMEC (Nationwide Centre for Lacking & Exploited Youngsters). It is a Penalty will distribute the attention kits via partnerships with Hilton Resorts, Motel 6, IHG Resorts & Resorts, and Airbnb.

  • Marketing campaign Press Launch: On January twenty fifth, It is a Penalty will host a press launch with its companions from the journey & tourism {industry}, the sports activities {industry}, native regulation enforcement and native authorities, NGO’s and a human trafficking survivor, to debate efforts to battle human trafficking main as much as the Tremendous Bowl, hosted in collaboration with Hilton and the Arizona Biltmore, A Waldorf Astoria Resort.

  • Coaching Occasions: On January twenty fifth and twenty sixth, It is a Penalty will take part in informational outreach and coaching occasions with Hilton Resorts employees, Airbnb hosts, and Southwest Airways Phoenix staff. Every session will educate attendees and supply them with supplies and assets together with NCMEC’s listing of lacking youngsters in Phoenix, indicators on find out how to spot human trafficking, and strategies to report.

  • Cease Site visitors Stroll: On January twenty eighth, It is A Penalty will take part within the Cease Site visitors Stroll in Phoenix, which raises funds for the nation’s largest human trafficking rescue & rehabilitation operation on the Phoenix Dream Heart and StreetLightUSA. It is a Penalty can have a sales space to share its instructional marketing campaign supplies and can communicate on the occasion to a possible 5,000 individuals.

“Hilton has all the time operated below the idea that hospitality can and must be a pressure for good. Respecting human rights is core to Hilton’s objective and an vital a part of our efforts to drive accountable journey,” mentioned Erica Gordon, World Head of Public Affairs and ESG, Hilton and President, Hilton World Basis. “By means of our latest help of the American Lodge and Lodging Basis (AHLA Basis) No Room for Trafficking’s Survivor Fund and our continued partnership with It is a Penalty, Hilton is proud to face with our friends to boost consciousness and help our {industry}’s efforts to fight human trafficking.”

“IHG’s partnership with It is A Penalty and our ongoing industry-wide collaborations towards human trafficking underscore our deep dedication to combating this horrible crime,” mentioned Elie Maalouf, CEO, Americas, IHG Resorts & Resorts. “We’re empowering our colleagues with the coaching, assets and help they should assist establish and stop human trafficking on each degree – not simply in February, however all 12 months lengthy.”

“It is a Penalty continues to have interaction the native, nationwide, and worldwide sporting communities to make them conscious of the influence of trafficking in individuals in our communities,” mentioned Jeremy Vallerand, President and CEO, Atlas Free. “At Atlas Free, we search to speed up and useful resource the struggle towards intercourse trafficking and exploitation and as such we see It is a Penalty as a strategic accomplice on this struggle. We sit up for working collectively to deliver consciousness through the upcoming Arizona Tremendous Bowl marketing campaign.”


  • Important Associate: Atlas Free

  • Supporting Companions: Hilton Resorts, IHG Resorts & Resorts, G6 Hospitality, mother or father firm of the Motel 6 and Studio 6 manufacturers, Carlson Household Basis, Southwest, and Airbnb.

  • Buddies: The place Hope Lives, Nationwide Heart for Lacking and Exploited Youngsters (NCMEC), the American Lodge & Lodging Affiliation Basis (AHLAF), the Girls’s Soccer Alliance, Secure to Compete, and United Nationwide Indian Tribal Youth (UNITY).

  • Collaborating Airline: American Airways


It is a Penalty focuses on 4 key strategic areas to finish human trafficking, exploitation and abuse. They run international consciousness campaigns throughout main sporting occasions highlighting the telltale indicators to look out for, and hotline numbers to make a report. Working in collaboration with the sports activities, journey & tourism {industry}, NGO’s and regulation enforcers; the campaigns are contextualized within the host cities and nations. It is a Penalty has up to now run 13 campaigns through the Olympic and Paralympic Video games, Tremendous Bowl and the Commonwealth Video games, reaching over 2.5 billion individuals. Alongside the campaigns, It is a Penalty has three different applications together with CommonProject, which advocates for authorized reform to enhance safety from sexual exploitation and abuse for youngsters all through the Commonwealth nations, Scholar Ambassador Community, which educates and raises up college college students in UK to forestall human trafficking and exploitation and co-run Secure to Compete, a program that trains sports activities coaches and oldsters of kids in Little Leagues within the USA to forestall abuse and exploitation.

Comply with It is A Penalty on Instagram, Twitter, and Fb to be taught extra.

It is a Penalty: [email protected]
Press contact: [email protected]

It's a Penalty aims to use large events that bring thousands of people together, such as the Super Bowl, as an opportunity to inform the public on not only how to identify exploitation and human trafficking, but also how to take action and report these breaches of freedom.

It is a Penalty goals to make use of massive occasions that deliver 1000’s of individuals collectively, such because the Tremendous Bowl, as a possibility to tell the general public on not solely find out how to establish exploitation and human trafficking, but additionally find out how to take motion and report these breaches of freedom.



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