08:30, 25 June 2025
Words by Cheyanne Bryan, Editorial and Campaign Marketing Executive, London
A major human trafficking prevention campaign has just been launched alongside the Women’s EUROs to educate the public on the signs of human trafficking.
In the lead-up to the UEFA Women’s EURO 2025, It’s a Penalty a human trafficking prevention campaign. Running from June through August, the campaign aims to educate, equip, and empower the public to recognise and report signs of human trafficking, an urgent and growing global issue.
Campaign elements include in-flight videos, airport signage, hotel staff training, multilingual posters, and QR-code resources.
The effort emphasises the unique opportunity major sporting events like the Women’s EURO present to unite communities and spark long-term change in the fight against human trafficking.
Seven top women footballers, including Seraina Piubel (Switzerland) and Mary Earps (England), serve as campaign ambassadors, helping raise awareness using their public platforms. The initiative brings together corporate partners like Booking.com, Accor, Uber, American Airlines, NGOs, and local authorities.
Campaign elements include in-flight videos, airport signage, hotel staff training, multilingual posters, and QR-code resources. The effort emphasizes the unique opportunity major sporting events like the Women’s EURO present to unite communities and spark long-term change in the fight against human trafficking.
In a statement, Sarah de Carvalho, CEO of It’s a Penalty, said: “Sport has the power to inspire and spark change, and through the It's a Penalty campaign, we are leveraging the UEFA Women’s Euros to shed light on this issue and prevent exploitation.
“Together with our dedicated partners, we are committed to making a difference and leaving a positive legacy in the communities hosting the games across Switzerland and Europe."
