The It’s a Penalty Campaign uses sport as a platform to educate and empower the public to recognise and report signs of human trafficking
Switzerland – June 25, 2025 In the lead-up to the UEFA Women’s EURO2025, It’s a Penalty has officially launched a multiplatform Human Trafficking Prevention campaign uniting high-profile footballers, leading travel and hospitality brands, and NGOs to raise awareness and drive action against human trafficking.
Timed to coincide with the UEFA Women’s EURO tournament (2–27 July), the campaign will run from June through August, reaching millions across Switzerland and Europe. The campaign aims to educate, equip, and empower the public to recognise and report signs of exploitation.
Seven elite footballers – each representing a nation participating in the UEFA Women’s EURO – have come together to raise awareness about human trafficking. The campaign ambassadors are:
- Seraina Piubel (Switzerland),
- Melvine Malard (France),
- Jill Roord (Netherlands),
- Jess Fishlock (Wales),
- Mary Earps (England),
- Leila Ouahabi (Spain), and
- Celin Bizet Ildhusøy (Norway).
“As a football player, I know that my voice can go far beyond the four lines of the pitch. Human trafficking is a cruel wound in our society, and it must be fought with urgency” said Seraina Piubel (Switzerland international/Midfielder West Ham United Women).
Human trafficking involves exploiting a person through force, fraud or coercion for profit, a human rights violation affecting individuals of every age, gender, race, and nationality.
It’s the fastest growing & second largest criminal industry in the world and shows no signs of slowing down. According to the ILO, an estimated 50 million people are trapped in modern slavery, worldwide, with increasing prevalence across Europe. Due to its hidden nature, the full scope and scale of human trafficking is difficult to measure – but its impact is widespread and devastating.
The campaign brings together a powerful coalition of organisations committed to taking action against human trafficking, including Headline Partner Booking.com, Supporting Partners Accor, Uber, American Airlines and Sysdoc, Friends Level Partner British Embassy Berne, Spotlight Partner Border Force, as well as Local Partner NGOs FIZ Fachstelle Frauenhandel und Frauenmigration, Platform Traite, and La Strada International.
“Collaborating with It’s a Penalty is key to raising further awareness of human trafficking with our accommodation partners, empowering them to quickly recognize the signs and to loop in the relevant authorities to take action. This partnership is an important amplifier of our commitment to addressing modern slavery risks throughout the travel value chain and with all our partners,” said Femi Thomas, Chief Compliance Officer at Booking.com.
Campaign activities include:
- A 30 second awareness video featuring the campaign ambassadors screened across British Airways and KLM flights, digital signage within airport terminals and key transport hubs across Europe;
- Educational resources and staff training provided to Booking.com and Accor to help identify trafficking in hotels and properties;
- Multilingual posters and QR-code linked digital materials visible across Switzerland, guiding the public on how to identify human trafficking;
- Coordination with local anti-trafficking organisations throughout the campaign;
- Resources shared with Border Force hubs across Europe and rearview mirror hangtags shared with Uber drivers with further information.
“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.” Sarah de Carvalho, CEO, It’s a Penalty.
It’s a Penalty aims to prevent human trafficking, exploitation, and abuse using sport’s unifying power to drive local and global educational campaigns during major sporting events. Major sporting events, such as the UEFA Women’s Euros, present unique opportunities to unite communities, foster cross-sector collaboration, and raise awareness about human trafficking – leaving a lasting, positive legacy.
While these events do not cause trafficking, they can amplify existing patterns and displace them geographically. With large crowds and increased visibility, the heightened attention created by such events enable powerful platforms and opportunities to highlight the year-round prevalence of trafficking and push for systemic change.
Learn more: www.itsapenalty.org/switzerland