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A Europe-wide campaign led by non-profit organization It’s a Penalty used the platform of the UEFA Women’s EURO 2025 to raise awareness of human trafficking and empower the public to recognize and report signs of exploitation.
Running from June through the end of August to coincide with the tournament, which took place across Switzerland from July 2-27, the initiative united professional footballers, major travel and hospitality brands and NGOs to highlight the year-round prevalence of trafficking and encourage action.
Seven international players – Seraina Piubel (Switzerland), Melvine Malard (France), Jill Roord (Netherlands), Jess Fishlock (Wales), Mary Earps (England), Celin Bizet Ildhusøy (Norway) and Leila Ouahabi (Spain) – served as campaign ambassadors. Ouahabi called the effort a vital opportunity to shed light on an often-overlooked crime, saying during the campaign: “Human trafficking is a serious global problem and it’s happening in Europe too, all year round. Everyone deserves to live free and safe. It’s up to all of us to speak out, take action and help create a world where no one is exploited.”
Human trafficking, defined as the exploitation of a person through force, fraud or coercion for profit, is one of the fastest-growing criminal industries worldwide. The International Labour Organization estimates 50 million people are living in modern slavery, with prevalence rising in Europe. Sport serves as a global platform to raise awareness of these issues. UEFA Vice President and former Wales captain Laura McAllister stressed football’s influence, saying: “Sport touches every community in the world. Those of us who work in football must use that platform to help organizations like It’s a Penalty ensure we are active in outlawing human trafficking.”
The initiative included a 30-second awareness video shown on British Airways and KLM flights, digital signage in airports and transport hubs, multilingual posters across Switzerland and training for hospitality staff. Resources were also distributed through Border Force hubs and Uber drivers across Europe.
Post-campaign survey results in Switzerland indicated a significant impact: 72% of respondents reported increased awareness of trafficking and exploitation and 81% said their knowledge of how to report suspected cases had improved. One participant said, “If we aren’t affected by it ourselves, we tend to forget about it. This campaign reminded me to keep my eyes open.” Another noted, “I thought until now that human trafficking is not so strong in Europe but this campaign showed me it is still happening.”
FIZ, a Swiss NGO supporting migrant women and survivors of trafficking, played a key role in shaping prevention messaging. Through the partnership with Booking.com, match tickets were provided for FIZ staff, volunteers and clients, including survivors. A FIZ employee described one outing as “a reminder of the importance of protecting against exploitation and promoting fair play on and off the pitch,” while a survivor said, “I am so grateful I was able to share an unforgettable moment. The view of the mountains from the stadium was incredible – one of the most beautiful stadiums I’ve ever seen.”
It’s a Penalty has long used major sporting events to highlight human trafficking, exploitation and abuse, aiming to leave a lasting legacy in host communities. While such events do not cause trafficking, organizers say they can amplify awareness, mobilize public action and push for systemic change.
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