It's a Penalty launches global child-protection campaign alongside sporting stars

The charity organisation It’s a Penalty has launched a new 2018 global campaign, using assets designed by Spinnaker across print, digital, social and third party brand channels. The campaign objective is to combat the increased risk of abuse, exploitation and trafficking of children brought on by the huge influx of tourists during major sporting events.

Sarah de Carvalho, chief executive officer at It’s a Penalty, said, “We are positioning these major sporting events as platforms for positive change across all societies by educating about the issues and penalties for offenders, equipping and encouraging the general public to #knowthesigns and to take action – ‘if you see something say something!’”

Kicking off with the Super Bowl in the USA, the 2018 campaign extends to the Winter Olympics and Paralympics in South Korea, the Rugby Sevens in Hong Kong, and the Commonwealth Games in Australia.

The film features on digital channels and will be played on six international airlines; British Airways, Cathay Pacific, Cathay Dragon, Virgin Australia, American Airlines and TAM.

The campaign is fronted and supported by some of the biggest stars of the sporting world, including Usain Bolt, David Luiz, Gary Lineker, Rashad Jennings, Liam Malone, Maro Itoje and Cathy Freeman. These and other Global Ambassadors feature on print material, social channels, and digital content including the campaign film, which highlights the story of Rose, the young girl who was the inspiration behind It’s A Penalty.

After reaching over 500 million people in previous campaigns around the 2014 Fifa World Cup and the 2016 Rio Olympics & Paralympics, It’s a Penalty has so far facilitated the rescue of over 16,300 victims of child sexual exploitation and prevented thousands more children from becoming victims.

The huge reach of previous campaigns has been instrumental in raising awareness of the issue and building a better and safer world for children before, during, and after major sporting events.

Spinnaker is a London-based digital, social and content marketing agency working with clients including Sony Pictures, Sony Home Entertainment, Paramount, Universal Music, Tommy’s, Yahoo, Gc Watches, The Irish Food Board, Divine Chocolate, and William Grant & Sons.

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