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 coach and equip soccer followers and the general public in Arizona and around the globe

PHOENIX, Jan. 23, 2023 /PRNewswire/ — At present, It is a Penalty launched its 14th world marketing campaign forward of Tremendous Bowl LVII centered on harnessing the facility of sport to stop abuse, exploitation and human trafficking. By way of partnerships with Hilton Motels, IHG Motels & Resorts, Airbnb, Motel 6, American Airways, Southwest Airways, and lots of others, the 2023 Tremendous Bowl marketing campaign covers journey touchpoints to coach sports activities followers and most of the people on what classifies as human trafficking and the following penalties tied to these offenses. This 12 months, It is a Penalty can be excited to accomplice with The place Hope Lives, a survivor-based group that serves girls in Arizona and gives 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 hundreds of individuals collectively, such because the Tremendous Bowl, as a possibility to tell the general public on not solely the best way to establish exploitation and human trafficking, but additionally the best way 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 offered for intercourse within the U.S. annually (Supply: ECPAT-USA)
  • 83% of intercourse trafficking victims within the U.S. are U.S. residents (Supply: U.S. Division of Justice)
  • 50 million individuals are trafficked and exploited around the globe (Supply: ILO, newest World Estimates of Fashionable Slavery)

“The It is a Penalty marketing campaign, together with our companions, will assist to stop 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,” stated 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 in the course of 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 Prepare 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 increase consciousness by way of 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 succeed in 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 – Targeted 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 lots of of consciousness kits for native motels containing all marketing campaign supplies to coach company and workers. 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 info; wristbands with hotline info; and a listing of lacking youngsters from the final two years within the Phoenix space from our companions, NCMEC (Nationwide Centre for Lacking & Exploited Kids). It is a Penalty will distribute the attention kits by way of partnerships with Hilton Motels, Motel 6, IHG Motels & 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 legislation 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 Motels employees, Airbnb hosts, and Southwest Airways Phoenix workers. Every session will educate attendees and supply them with supplies and assets together with NCMEC’s record of lacking youngsters in Phoenix, indicators on the best way 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 Middle and StreetLightUSA. It is a Penalty may have a sales space to share its academic marketing campaign supplies and can communicate on the occasion to a possible 5,000 individuals.

“Hilton has at all times operated below the idea that hospitality can and must be a power for good. Respecting human rights is core to Hilton’s function and an vital a part of our efforts to drive accountable journey,” stated Erica Gordon, World Head of Public Affairs and ESG, Hilton and President, Hilton World Basis. “By way of our latest help of the American Resort 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 in opposition to human trafficking underscore our deep dedication to combating this horrible crime,” stated Elie Maalouf, CEO, Americas, IHG Motels & 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,” stated Jeremy Vallerand, President and CEO, Atlas Free. “At Atlas Free, we search to speed up and useful resource the battle in opposition to intercourse trafficking and exploitation and as such we see It is a Penalty as a strategic accomplice on this battle. We stay up for working collectively to deliver consciousness in the course of the upcoming Arizona Tremendous Bowl marketing campaign.”  


  • Principal Associate: Atlas Free
  • Supporting Companions: Hilton Motels, IHG Motels & Resorts, G6 Hospitality, father or mother firm of the Motel 6 and Studio 6 manufacturers, Carlson Household Basis, Southwest, and Airbnb.
  • Associates: The place Hope Lives, Nationwide Middle for Lacking and Exploited Kids (NCMEC), the American Resort & Lodging Affiliation Basis (AHLAF), the Girls’s Soccer Alliance, Protected to Compete, and United Nationwide Indian Tribal Youth (UNITY).
  • Taking part Airline: American Airways


It is a Penalty focuses on 4 key strategic areas to finish human trafficking, exploitation and abuse. They run world 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 legislation enforcers; the campaigns are contextualized within the host cities and nations. It is a Penalty has to this point run 13 campaigns in the course of 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 packages together with CommonProject, which advocates for authorized reform to enhance safety from sexual exploitation and abuse for kids all through the Commonwealth nations, Scholar Ambassador Community, which educates and raises up college college students in UK to stop human trafficking and exploitation and co-run Protected to Compete, a program that trains sports activities coaches and fogeys of youngsters in Little Leagues within the USA to stop abuse and exploitation.

Observe It is A Penalty on Instagram, Twitter, and Fb to study extra.

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