Sarah de Carvalho MBE

It's a Penalty

Sarah de Carvalho MBE, Founder and CEO of It's a Penalty, is deserving of a place on Campaign's Influential Women list because of the incredible impact she has had on the global landscape of abuse, exploitation and trafficking. Since its founding in 2015, Sarah has built It's a Penalty into a global brand with a growing platform, and mobilised partnerships across several industries, including travel and tourism, sports, local and international NGOs, media, governments, corporates and law enforcement, to work together for wide-scale and long-lasting change. Throughout her time leading It's a Penalty, Sarah has helped to protect 16,955 survivors of abuse, exploitation and trafficking through awareness-raising campaigns and outreach, as well as prevent many thousands more from being victimised. On average, each It's a Penalty campaign led by Sarah reaches over 180 million people worldwide. In 2020/21, It's a Penalty far exceeded its goals for impact and reached an outstanding total of 682 million people worldwide with its campaign messages about the prevalence and definition of human trafficking, the signs to look out for and ways to report. Further to the phenomenal impact of It's a Penalty's campaigns in the past year, Sarah has also led It's a Penalty to grow its organisational footprint and expand its work to include legal reform advocacy, youth empowerment and educational initiatives, in order to have an even greater impact on ending abuse, exploitation and human trafficking worldwide.