Prevent sex trafficking during the 2014 World Cup through a public awareness campaign in Brazil.

Why we care: Brazil is a major hub for sex tourism. With the World Cup taking place in Brazil in 2014 and the Olympic Games in 2015, a major campaign is necessary to raise awareness about sex tourism and the demand that fuels sex trafficking.

How we’re solving this: A network of young men united to end violence against women will carry out a public awareness campaign to prevent sex trafficking in Brazil.

Sex trafficking and the commercial sexual exploitation of women and children dramatically increases around major sporting events. With an influx of tourists coming to the World Cup and Olympic Games, sex tourism flourishes.

With the World Cup taking place in Brazil in 2014 and the Olympic Games in 2015, a major campaign is necessary to raise awareness about sex tourism and the demand that fuels sex trafficking.

The Coalition Against Trafficking in Women-Latin America and the Caribbean facilitates innovative workshops throughout the region to educate young men about gender equality and how traditional machista (male-dominated) behaviors fuel the cycle of violence against women and sex trafficking. These young men understand the role they can play in ending the demand for commercial sex and have formed a network of youth called the Pink Helmets. The Pink Helmets are experienced in carrying out public awareness campaigns and will carry out the campaign in Brazil to prevent sex tourism surrounding the 2014 FIFA World Cup in Brazil and Olympic games.

We aim to launch a public awareness campaign about sex tourism to prevent recruitment and sex trafficking in the months leading up to the World Cup. The Pink Helmets Network will educate the general public about all forms of gender based violence and human trafficking, with an emphasis on the demand for sex tourism. Designed by the Coalition Against Trafficking in Women-Latin America and the Caribbean, in Brazil the campaign will consist of two posters, two leaflets and three television and radio spots, in Spanish, English, French and Portuguese. Throughout Brazil we will engage the media through press conferences as well. Funding through Catapult will allow us to implement this campaign and accompanying elements.