It’s Exploitation

It’s Exploitation is a campaign to raise awareness to prevent the commercial sexual exploitation of children and adolescents.


This campaign was inspired by Promundo’s multi-site research in Brazil, the results of which are published in the study Men, Women and the Commercial Sexual Exploitation of Children and Adolescents in Four Brazilian Cities. This research reveals the lack of general recognition that the sexual exploitation of children and adolescents is a crime, as well as strong associations between rigid notions of masculinity and paying for sex with underage girls.


It’s Exploitation was launched during the 2014 World Cup to raise awareness among Brazilian men and male tourists about the increased vulnerability of children and adolescents to sexual exploitation, both during and far beyond the sporting mega-event.


Promundo launched the campaign It’s Exploitation to raise awareness and increase prevention of the commercial sexual exploitation of children and adolescents in Brazil, introducing this ongoing initiative during the 2014 World Cup.

The campaign’s messages are inspired by Promundo’s research, which found that many situations of sexual exploitation of children and adolescents are not commonly recognized as a crime and highlighted strong linkages between rigid notions of masculinity and paying for sex with underage girls. The campaign was launched in all 12 World Cup host cities (Belo Horizonte, Brazilia, Cuiabá, Curitiba, Fortaleza, Manaus, Natal, Porto Alegre, Recife, Rio de Janeiro, Salvador, and São Paulo), five of which lead Brazil’s national ranking of commercial sexual exploitation of children and adolescents. Launch activities included the distribution of informational guides for fans; exhibition of campaign posters in public transportation hubs, bars, and tourist hot spots; airing of TV spots during World Cup games; and creation of a dedicated campaign website.

Launching the campaign during the World Cup was a strategic choice, based on the increased vulnerability that children and adolescents face with an influx of tourists. It’s Exploitation challenges men to recognize that sexual exploitation is a crime and calls upon them to influence other men by sharing the campaign’s messages. The program is intended to have lasting effects beyond the World Cup, when situations of exploitation are still pervasive, but, without global attention, are less visible and thus more challenging to address.

The campaign is made possible through funding by the Oak Foundation and the Bernard van Leer Foundation, and the support of Promundo’s partners.

Learn more about the campaign and its materials by visiting:

Related Programs:

  • Violence-Free Childhood: Violence-Free Childhood promotes consciousness among parents and caregivers regarding children’s rights and the harmfulness and consequences of physical and humiliating punishment for children.
  • Program H: Designed for young men, Program H encourages critical reflection about rigid norms related to manhood and encourages transformation of stereotypical roles associated with gender.
  • Program M: Designed for young women, Program M focuses on equitable gender roles, empowerment in interpersonal relationships, and sexual and reproductive health and rights.