It's a Penalty

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We harness the power of sport to prevent abuse, exploitation and trafficking globally.

The It’s a Penalty Campaign harnesses the power of sport to prevent the abuse, exploitation and trafficking of children globally. Our ultimate goal is to eradicate child abuse, exploitation and trafficking by 2030, contributing to the elimination of modern-day slavery and the achievement of UN SDGs' Target 16.2 ‘to end abuse, exploitation, trafficking, torture and all forms of violence against children’. Join the global movement to end these forms of violence against children, and learn more about our work at www.itsapenalty.org.

23/10/2026

Our CEO, Philippa King, on what comes next:

“The ambition is not simply to make each campaign bigger, but deeper, more locally rooted and more capable of creating change that lasts beyond the final whistle.”

As we look ahead to our 2027 campaigns, we’re carrying forward the lessons, partnerships and hope built through our work in 2026.

Every campaign is an opportunity to reach new people, strengthen the communities working to prevent exploitation, and help create environments where people are safer.

We know this work cannot be done alone. It takes committed partners, local expertise, lived experience and a shared belief that a different future is possible.

Thank you to everyone who stood with us in 2026. 💗

🔗 Explore the full interactive impact report – https://northamericaimpact.itsapenalty.org/

22/10/2026

Building frontline capability. 🌎

Behind every major sporting event is a vast network of people who can play a vital role in preventing human trafficking and exploitation.

Through our FIFA World Cup 2026 campaign, It’s a Penalty worked with partners to strengthen training and preparedness across hospitality, law enforcement and major-event workforces:

🏨 13,000+ people engaged with campaign training and learning content through Booking.com, Hard Rock and IHG

🎓 601 people took part in dedicated frontline training with Booking.com and Hard Rock

📍 1,000+ people reached through training and outreach in Los Angeles in under three months

📍 348 hoteliers and hotel owners trained through AAHOA in Atlanta

📍 40+ law-enforcement professionals and first responders trained in Miami

📍 500+ participants at the 2025 International Congress on ZERO Tolerance for Exploitation in Guadalajara

Effective prevention goes beyond recognising the signs. It means understanding coercion and control, responding in a victim-centred way, and knowing how to connect people with appropriate support.

🔗 Explore the full interactive impact report – https://northamericaimpact.itsapenalty.org/

21/10/2026

Raising awareness of human trafficking is important. But helping people understand how to recognise it and what to do next is just as vital.

Our FIFA World Cup 2026 post-campaign survey found that:

📍 51% learned new information about how or where to report suspected trafficking.

📍 42% intended to note down a reporting number or website.

📍 34% learned something new about how common trafficking is.

📍 30% learned a sign of trafficking they hadn’t previously recognised.

The campaign made the biggest difference for those who were least sure. Among respondents who previously didn’t know, or were unsure, where to report suspected trafficking, 67% learned new information about reporting. Among those who knew no specific signs, 39% learned one they hadn’t recognised before.

These findings highlight why awareness campaigns must go beyond visibility — providing practical information that helps people recognise concerns and understand how to seek help.

Because knowing what to look for matters. Knowing what to do next can make all the difference.

🔗 Explore the full interactive impact report – https://northamericaimpact.itsapenalty.org/

20/10/2026

How do we shorten the distance between seeing potential exploitation and knowing what to do next?

During the FIFA World Cup 2026, It’s a Penalty used innovative approaches to bring trafficking-prevention messages to people in new ways — from a mobile micro-awareness tool and autonomous delivery robots in Miami and Los Angeles, to Ruth AI, a private, trauma-informed digital support tool developed with survivors and advocates.

The results included:

📱 30,847 learning sessions with our micro-awareness tool, generating 179,673 content views.

🤖 1.39 million estimated impressions from campaign messaging on eight Serve Robotics delivery robots in Miami and Los Angeles.

💗 266 unique users accessed Ruth AI, offering another way to explore concerns and understand possible next steps.

Each innovation created another opportunity for people to encounter information, recognise potential exploitation and find a route to support.

🔗 Explore the full interactive impact report through link here: https://northamericaimpact.itsapenalty.org

19/10/2026

🌎 A global stage. A lasting message.

The FIFA World Cup 2026 gave It’s a Penalty an unprecedented platform to raise awareness of human trafficking and exploitation across three countries and 11 host cities.

Alongside an estimated 1.4 billion+ in campaign reach and exposure, the campaign equipped frontline professionals, built confidence to recognise and report trafficking, and supported wider safeguarding efforts – turning global attention into opportunities for action.

Our North America Campaign 2026 Impact Report highlights the reach, learning and collaborative efforts behind the campaign, and the power of bringing businesses, communities and specialist organisations together.

Human trafficking has no place in sport. Together, we can help prevent exploitation.

🔗 Explore the full interactive impact report here: https://northamericaimpact.itsapenalty.org

18/10/2026

At 23, Tanya Addison was exploited while working for Mohamed Al Fayed at Harrods. In July, the Home Office formally recognised her as a victim of modern slavery.
But for Tanya, recognition is only the beginning.

This , she sat down with us to talk about:

- How exploitation can hide behind wealth, power and respectable workplaces
- Why the burden of speaking out shouldn’t fall on survivors alone
- What businesses must change so people can raise concerns safely
- Why survivors’ lived experience should shape the systems meant to protect them

Swipe through for Tanya’s words ➡️

Today, we’re asking everyone to look beyond the stereotypes. Wealth, status and a respected name are no guarantee of safety.

Tanya is available for keynote speeches and corporate engagements, sharing her first-hand experience of modern slavery and exploitation while working at Harrods. Her talks explore how abuse of power enables exploitation and what organisations can do to recognise, prevent and respond to it. To enquire about booking Tanya, please complete our enquiry form by clicking the link in the full blog.

If you are worried that you or someone else is being exploited in the UK, please contact the Modern Slavery & Exploitation Helpline on 08000 121 700, or call 999 in an emergency. For international support, please head to itsapenalty.org/makeareport

🔗 Read the full interview - link in bio.

SurvivorVoices LivedExperience ItsAPenalty

16/10/2026

Our North America Campaign 2026 Impact Report is live – and you can explore it all online. 🌎

It’s a Penalty’s largest human trafficking prevention campaign to date activated in 3 countries and 11 World Cup host cities, with 1.4 billion+ in estimated campaign reach and exposure.

Scroll the headline figures, tap into each host city on the map, and see how businesses, communities and specialist organisations came together to help people recognise exploitation and know where to turn.

🔗 Explore the full interactive impact report: https://northamericaimpact.itsapenalty.org

13/10/2026

GLASGOW 2026: OUR IMPACT REPORT IS HERE!

Human trafficking has no place in Scotland.

Throughout the Glasgow 2026 Commonwealth Games, It’s a Penalty brought together partners, campaign ambassadors and communities to raise awareness of human trafficking and exploitation, reaching millions through campaign films, digital content, transport networks, hospitality venues and more.

From airports and train stations to city streets, we worked together to make exploitation harder to ignore and help more people recognise the signs and know where to turn for support.

Our Glasgow 2026 Impact Report is now available, showcasing the reach of our campaign, the partnerships that made it possible and the impact of collective action.

A huge thank you to every partner, ambassador and supporter who helped make this campaign happen.

🔗 Read the full report via the link in our bio.

03/09/2026

What really happened around human trafficking during the FIFA World Cup 2026?

Today, our U.S. Campaigns Director, Dana Hoyes, will be joining Allies Against Slavery, The Parasol Cooperative, Rights4Girls, The University of Alabama and the North Texas Trafficking Task Force for a timely discussion exploring trends and insights from this summer's World Cup.

As we continue to reflect on the impact and learnings from our own FIFA World Cup 2026 campaign across the U.S., Canada and Mexico, conversations like this are so important in building understanding around major sporting events and strengthening how we collectively prevent and respond to human trafficking.

📅 Today, 3 September
⏰ 10am CST / 4pm BST

Register: https://us02web.zoom.us/webinar/register/WN_TO2QueMOT7SGL4d4uTtmcA #/registration

We’re really pleased to see Dana contributing IAP’s experience and learning to the discussion.

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28/08/2026

Last night, we gathered to celebrate our Founder and CEO, Sarah de Carvalho, as she prepares to hand the baton to Philippa King, who will become CEO of It’s a Penalty on 1 September.

Joined by our team, Board, Sarah’s family and so many of the people who have helped make It’s a Penalty what it is today, we shared gifts, stories and some of our fondest memories from the past twelve years.

Sarah founded It’s a Penalty because she refused to accept the status quo in which vulnerable people continued to experience abuse and exploitation. Her determination, courage and belief in the power of change have shaped this organisation and inspired everyone who has been part of its journey.

Although Sarah is stepping down as CEO, she isn’t saying goodbye. Following a well-earned sabbatical, she will return as a Strategic Advisor, continuing to support Philippa and the organisation in this exciting next chapter.

Sarah, thank you for everything you have built, every life you have touched and every one of us you have inspired. We are so proud to celebrate you. 💙

Address

The Leatherhead Institute, 67 The High Street
Leatherhead

Website

http://www.itsapenalty.org/

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