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It’s A Penalty


The It’s A Penalty Campaign harnesses the power of sport to protect children from exploitation and abuse globally, positioning major sporting events as platforms for positive change. It’s A Penalty works in accordance with the United Nations Convention on the Rights of the Child, advocating that ‘protection from any exploitation, abuse and violence is the right of every child.’
It’s A Penalty, Usain Bolt

It’s A Penalty

Leisure: Sport

Wednesday, May 4, 2016

Agency: Calacus

The Challenge

The huge influx of tourists and sporting fans to a country where a major sporting event is being staged increases the risk of child exploitation. Rio de Janeiro saw an influx of 500,000 during the 2016 Olympic and Paralympic Games and It’s A Penalty wanted to promote the message of child welfare.

The Solution

The 2016 It’s A Penalty campaign featured Olympic legends such as Usain Bolt and Cathy Freeman. Global Ambassadors were approached and strategic partners such as major airlines, hotel groups and IATA were also secured.

The It’s A Penalty campaign was involved in lobbying to strengthen legislation, designed to combat the sexual exploitation of children around the world with other NGOs such as ECPAT, Unicef, Walkfree and Terres des Hommes.

To promote the legacy of the events, the It’s A Penalty Foundation, (in association with its partners), will make grants to NGO’s and charities who can demonstrate their commitment to helping to protect vulnerable children from sexual exploitation.

The Results

  • Achieved targeted media coverage on UK national broadcast outlets, via spokesperson interviews
  • Secured print coverage within targeted influential Olympic/sports industry publications
  • Secured attendance of past and present Team GB athletes and UK TV personalities at press conference
  • Managing successful press conference at National Crime Agency (NCA) in London, with attendance numbers far exceeding expectations 
It's A Penalty, H.E. Eduardo dos Santos, London