Anti-Trafficking Campaign Launches Ahead of Super Bowl LX in San Francisco Bay Area – Airlines, Hotels, and Transportation Partners Join Effort

It’s a Penalty has launched its 23rd global campaign ahead of Super Bowl LX, focusing on preventing human trafficking and raising awareness in the San Francisco Bay Area through partnerships with airlines, hotels, transportation providers, and local organizations.

It’s a Penalty announced the launch of its 23rd global campaign in the lead-up to Super Bowl LX, aimed at preventing human trafficking and raising awareness of its impact. The campaign brings together ambassadors, organizations, and local partners to use the Super Bowl platform to highlight the issue.

According to campaign materials, human trafficking affects an estimated 50 million people worldwide, with traffickers generating $236 billion annually from forced labor and sexual exploitation. In the United States, trafficking cases have been reported in all 50 states and territories, with California reported as having the highest number of cases.

The campaign includes a 30-second video featuring NFL ambassadors Tutu Atwell (Los Angeles Rams), Kyle Arrington (Super Bowl Champion), and Collette V. Smith (NFL’s first Black female coach). The video will be broadcast on American Airlines and British Airways flights throughout February and on iHeartRadio stations in January and February.

IHG Hotels & Resorts is participating by educating staff and travel partners to recognize signs of trafficking. American Airlines and British Airways are broadcasting the campaign’s video to travelers. Uber is providing drivers with hangtags containing information on how to access support if they suspect exploitation. The Golden Gate Bridge, Highway & Transportation District and San Francisco Bay Ferries will display awareness materials at their transportation hubs.

The campaign also seeks to address misconceptions about human trafficking, including the belief that trafficking only involves physical violence, always involves transporting victims, only occurs during major events, or only includes sexual exploitation.

Local activities in the San Francisco Bay Area include collaborating with partners to support victims and distributing awareness kits containing hotline information and resources for businesses and communities.

Supporting partners for the campaign include Uber, Carlson Family Foundation, and Skechers. Friendship partners include IHG Hotels & Resorts and Rahab’s Daughters. The campaign is amplified through media placements by American Airlines and iHeartRadio.

The campaign highlights the year-round nature of human trafficking and aims to equip communities with information to recognize and respond to signs of exploitation.