Did you know trafficking occurs across all 50 states? Or that major sporting events are lucrative times for this horrifying industry? Since 1972, Covenant House has been providing shelter and care to homeless youth —many of whom have fallen victim to human trafficking. In Not a Game, we leveraged Covenant House’s anti- trafficking work to generate support and awareness during America’s biggest football game of the year. This multi-faceted advocacy campaign centered around an interactive microsite, which included a dynamic countdown clock, shareable infographics about trafficking and its impact on young victims, and a custom-built petition platform—allowing users to email their local officials to stand with Houston (host city of the “big game” this year) in the fight to protect innocent kids. A series of strategic emails, social media posts, and web advertisements were also launched—using strong messaging and visuals to direct readers to the site.