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FIFA stars lend their voice to It's a Penalty's #KeepKidsSafe Campaign

International FIFA stars are lending their voice to It's a Penalty's #KeepKidsSafe Campaign in a bid to raise awareness of child abuse and exploitation in the lead up to the FIFA Women's World Cup.

Africa will be represented at the FIFA Women's World Cup by Morocco, Nigeria, South Africa and Zambia which is being held from the 20 July to 20 August 2023 in Australia and New Zealand.

With the recent Australian Childhood Maltreatment Study, revealing that one in three girls and one in five boys experience child sexual abuse in Australia - creating awareness and education about this issue is essential.

The It’s a Penalty #KeepKidsSafe campaign is dedicated to:

  • education about the need to safeguard children from abuse and exploitation, particularly in sport and from offenders in positions of trust, as well as the signs to look out for #knowthesigns

  • equipping children, parents and caregivers, sports organisations and coaches, sporting fans, tourists and the general public with ways to find support and how to report any concerns

  • encouraging people report suspected abuse or exploitation

The campaign incorporates a 30 second video featuring five international soccer stars competing in the Women’s World Cup, including Australian players Kyah Simon and Lydia Williams, as well as New Zealand’s Fern Ria Percival, Brazil’s Rafaelle Souza and England Lioness Mary Earps.

“When I was asked to join the It’s a Penalty KeepKidsSafe Campaign, I didn’t hesitate,” said Lydia Williams (Football Goalkeeper - Australia). “Protecting children from abuse and exploitation, particularly in sport, is a great cause to be a part of. Sports unite people from all different backgrounds, cultures and countries and can be harnessed to unite us to contribute to issues that we feel strongly about. I’m proud to show my support for this important campaign and be a part of #TeamSafeSport.”

The film and posters will be supported by wider community outreach. Full campaign activities are available on the It’s a Penalty #KeepKidsSafe website.

It’s a Penalty’s #KeepKidsSafe Campaign is supported by the following partners:

Supporting Partners

ICMEC Australia, Carlson Family Foundation, Sysdoc


Oceania Football Confederation, Bravehearts, In Good Faith Foundation, eSafety Commissioner, Netsafe, Safeguarding Children Initiative, This is How We Football and International Safeguards for Children in Sport

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