Jamaican sprint king Usain Bolt is among the many sporting stars who are supporting a new campaign aimed at protecting children from exploitation and abuse around the Rio 2016 Olympic and Paralympic Games ©It's a Penalty

Jamaican sprint king Usain Bolt is among the many sporting stars who are supporting a new campaign launched here today aimed at protecting children from exploitation and abuse around this year's Olympic and Paralympic Games in Rio de Janeiro. 

The six-time Olympic champion features in the latest campaign film of It’s a Penalty, accessible here, which looks to inform people about the issue of child commercial exploitation and educate people about the penalties for offenders. 

It also aims to equip the general public, sports fans and tourists with the necessary tools to report a crime and encourage them to "say something if you see something".

The film is due to be shown on 10 international airlines and in hotels in an attempt to raise awareness among those travelling to Rio de Janeiro, and worldwide, that vulnerable children are at risk of being groomed and exploited.

The campaign also has the support of numerous British athletes including former Olympic heptathlon champion Denise Lewis, 11-time Paralympic winner Tanni Grey-Thompson and six-time Olympic gold medal-winning track cyclist Sir Chris Hoy. 

"I have worked with street children in Brazil for 25 years and this campaign has particular relevance ahead of Rio 2016," said It’s a Penalty founder Sarah de Carvalho.

"We are so proud to have the support of the likes of Usain Bolt as well as a host of other sports celebrities backing our campaign to protect the lives of children and save them from commercial exploitation and abuse."

It’s a Penalty looks to inform people about the issue of child commercial exploitation ahead of this year's Olympic and Paralympic Games in Rio de Janeiro and educate people about the penalties for offenders ©Twitter
It’s a Penalty looks to inform people about the issue of child commercial exploitation ahead of this year's Olympic and Paralympic Games in Rio de Janeiro and educate people about the penalties for offenders ©Twitter

Former British Olympic high jumper Dalton Grant was joined at the campaign launch by Ryan Raghoo, a Team GB hopeful for this year's Paralympics, and former Olympic sprinter Jennifer Stoute. 

"To see Brazil so open about this, that means they really do want change," Grant told insidethegames.

"Let’s be honest, when an Olympic Games goes to your country, the world is looking at it.

"My hat goes off to Brazil and I’ll give as much support as I can give for a great cause like this because it’s affecting the world."

Dalton, a member of the Board of Directors of the successful London 2012 Olympic bid team, added: "I’m happy for Brazil that they’re going to be in a position to get the benefits and the legacy that can help them, and that starts today."

The It’s a Penalty campaign is part of "Abraça ('Embrace') Sustainability", the programme developed by Rio 2016 to promote and stage the Games with low environmental impact and a positive social legacy.

"When we think about the legacy we think about the future," Mario Andrada, Rio 2016's executive director of communications and engagement, said. 

"There is no future if we are unable to protect our children, because they are our future."

Eduardo dos Santos, Brazilian Ambassador to the United Kingdom, shakes hands with It’s a Penalty founder Sarah de Carvalho at the launch of the campaign in London today ©ITG
Eduardo dos Santos, Brazilian Ambassador to the United Kingdom, shakes hands with It’s a Penalty founder Sarah de Carvalho at the launch of the campaign in London today ©ITG

The National Crime Agency’s Child Exploitation and Online Protection (CEOP) Command continues to warn that an influx of visitors to Brazil for the Olympics is likely to put vulnerable children at a higher risk of exploitation and abuse. 

"Major sporting events provide an opportunity for travelling fans to take advantage of children and young people who are exposed to the commercial sex trade," Johnny Gwynne, director of the CEOP command, said.

"These children are not consenting and 'It’s a Penalty' is doing a tremendous job to highlight the threats that they face and spread the important message that child sexual exploitation is unacceptable and that it is the right of every child to be protected from all forms of violence, exploitation and abuse."

The It's a Penalty campaign was established and ran during the 2014 FIFA World Cup, reaching more than 300 million people worldwide. 

There were over 11,000 calls made to the Brazilian (100) national crisis line reporting child exploitation.

Visitors who see a crime being committed can "Dial 100" free in Brazil from a landline, download UNICEFs "Proteja Brasil" app or call their local child protection agency.

The campaign is being developed in association with Comic Relief, A21, the Global Hospitality Services Hotels, Sysdoc, and with support of the Brazilian and British Governments, UNICEF, and other international non-governmental organisations and corporates.

Former England footballer Gary Lineker, Brazilian footballer David Luiz and ex-South African rugby union captain Francois Pienaar are other notable supporters of the campaign, along with British Prime Minister David Cameron. 

Brazilian Ambassador to the United Kingdom, Eduardo dos Santos, was also present at today's launch.