NFL stars Chris Godwin, Aaron Rodgers and Johnny Hekker plead to end abuse and human trafficking during It’s a Penalty campaign ahead of LA’s Super Bowl LVI 2022



  • 1/3 of detected trafficking victims are children (Source: UNODC, 2021)
  • The state of California had the highest number of human trafficking cases reported in the United States (Source: National Human Trafficking Hotline)
  • More than 100,000 children are sold for sexual purposes in the United States each year (Source: ECPAT-United States)
  • 83% of sex trafficking victims in the US are US citizens (Source: US Department of Justice)
  • 40.3 million people are trafficked and exploited worldwide (Source: GSI, 2018)

“The It’s a Penalty campaign, with our partners, will help prevent human trafficking and exploitation before and during Super Bowl LV1, contributing to a positive legacy in the host city of Los Angeles and beyond,” said Sarah de Carvalho, CEO, it’s a penalty. “We know from previous campaigns how impactful they can be. Last year, our biggest campaign was during the Super Bowl in Tampa, which reported that 84% of people felt more aware of the issues of human trafficking and exploitation, and more equipped to report after being exposed to the It’s a Penalty campaign. »

In addition to Johnny Hecker of the Los Angeles Rams, the 2022 campaign is supported by renowned American footballers chris godvin Tampa Bay Buccaneers, Aaron Rodgers Green Bay Packers, and Andy Dalton and Nick Foles of the Chicago Bears. These top athletes lent their voices to help raise awareness via a 30-second in-flight video broadcast by American Airlines and Southwest Airlines, with the potential to reach up to 10 million domestic and international passengers. If viewers suspect they have come across a case of human trafficking, or if they see a combination of the signs of exploitation, the campaign video encourages them to call the National Human Trafficking Hotline at 1-888 -373-7888 to report or send anonymous advice by texting “BE FREE” to 233733.


  • LAX Airport will hold a press conference with key players in the travel industry announcing the It’s A Penalty On Campaign January 25 and will display 1,000 stick-on mirrors in 460 airport restrooms as well as digital signage in all airport terminals.
  • The campaign launch will be hosted by It’s a Penalty partner IHG Hotels & Resorts with hospitality industry experts and other leading voices at Hotel Indigo – Los Angeles Downtown.
  • 2,500 rear-view mirror tags with the National Human Trafficking Hotline will be distributed in the region Uber drivers.
  • Airbnb hosts in Los Angeles will receive educational materials on how to spot signs of human trafficking.
  • As part of its ongoing commitment to identify and combat human trafficking, Hilton is partnering with It’s a Penalty to deliver mandatory anti-trafficking training programs at Hilton properties across the country. Los Angeles region.
  • It’s a Penalty will have a booth at the Super Bowl Experience in conjunction with the Alliance Against Human Trafficking and Exploitation that will feature the campaign film and a photo opportunity.
  • At January 20, ZOE International volunteers came together to assemble and distribute awareness kits to hotels and motels. Each piece of the kit listed national and local reporting hotlines. The kits consisted of:
    • Flyers, posters for the front and back of the house with signs to watch out for and hotlines
    • NCMEC (National Center for Missing and Exploited Children) Missing Children Posters
    • QR codes to international reporting hotlines
    • Hand Sanitizer Pens


  • Founding Partner, A21, as well as major partners including the NFL and Los Angeles Host of Super Bowl LVI, IHG Hotels & Resorts, Hilton, G6 Hospitality, parent company of the Motel 6 and Studio 6 brands, LAX Airport, Southwest and American Airlines, Uber and Airbnb
  • Other partners are Rescue Freedom International, ZOE International, The Alliance, US Institute Against Human Trafficking, National Center for Missing and Exploited Children (NCMEC), No Room for Trafficking an AHLA Foundation program, California Hotel & Lodging Association (CHLA), Hotel Los Angeles Association.

“Whether it’s before the Super Bowl or in everyday life, we all need to work together to fight human trafficking,” California attorney general said Rob Bonta. “I am proud to support the It’s a Penalty campaign and all of our partners across California against exploitation and trafficking. Businesses and individuals can all be part of the solution. One way to help is to post information notices from our office in your workplace to share resources to support survivors and prevent trafficking. At the California Department of Justice, we are committed to defending survivors, disrupting and dismantling human trafficking networks, and securing justice. With your help, we can make it happen. Making a difference is a team sport.”

“IHG condemns human trafficking in all its forms”, noted Elie Maalouf, CEO, Americas, IHG Hotels & Resorts. “We are honored to once again support It’s a Penalty and, this year, to be the presenting partner of this crucial awareness campaign. Prevention starts at the front line, and IHG is committed to educating hotel colleagues about the signs of human trafficking. and take the necessary measures to prevent it. By working together, we can effectively combat trafficking in the hospitality industry and make a real difference in our communities around the world.

“Airports play a vital role in helping to identify, report and stop human trafficking,” said Valeria Velasco, Vice Chairman of the Los Angeles Airport Board of Commissioners. “As Los Angeles prepares to host Super Bowl LVI and other global events, we are committed to educating our officers, employees and guests on how they can play a role in ending this despicable crime. We thank our law enforcement partners, the NFL and It’s A Penalty for bringing this important issue to light and providing everyone who works at or passes through our airports with the tools to identify and combat human trafficking. “

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It’s a Penalty focuses on four key strategic areas to end human trafficking, exploitation and abuse. They run global awareness campaigns at major sporting events highlighting telltale signs to look out for and hotline numbers to report. Work in collaboration with the sports, travel and tourism industry, NGOs and law enforcement; the campaigns are contextualized in the host cities and countries. To date, It’s a Penalty has run 12 campaigns at the Olympics, Paralympics, Super Bowl and Commonwealth Games, reaching more than 2.5 billion people. Along with campaigns, It’s a Penalty offers three other programs, including Joint project, which advocates for legal reform to improve protection against the sexual exploitation and sexual abuse of children in all Commonwealth countries, Student Ambassador Network, which educates and nurtures university students in the UK to prevent human trafficking and exploitation and co-leads Safe for competition, a program that trains sports coaches and parents of children in the Little Leagues of the United States to prevent abuse and exploitation.

A21 is a global non-profit organization committed to eradicating human trafficking through awareness, intervention and monitoring. Currently operating at 19 locations in 14 countries, A21 aims to fight modern slavery through a multidimensional operational strategy: Reach, Rescue and Restore. Through partnerships and the efforts of supporters around the world, A21 truly believes that a multitude of victims can be identified and assisted, and perpetrators can be brought to justice.

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