Don’t Look Away

Former International Footballer John Wolf: “Enjoy the football, but help us in the fight against child prostitution in Brazil.”


Every year, hundreds and thousands of children and young people worldwide fall victim to prostitution. Due to the poverty and crime in Brazil, children are sent to the streets to earn money. With the World Cup approaching, it is expected that thousands of additional prostitutes will go to the host cities in Brazil to meet the rise in demand for paid sex. A significant amount of this group will include underage girls and boys.

Together with Plan Netherlands, ECPAT and Terre de Hommes, Free a Girl has launched the campaign Don’t Look Away.

The campaign focuses on enthusiastic football supporters and the role that they can play in identifying and reporting any abuse surrounding prostitution.

Abuse can be reported using a special number in Brazil: 0055 – 100 or

This campaign is an initiative of Plan Netherlands, Free a Girl, ECPAT and Terre des Hommes. TUI and ANVR are primarily responsible for spreading the campaign through the diverse communication channels available.

The Ministry of Security and Justice supports this campaign as a continuation to an earlier campaign against sex tourism.

Go to or visit its Facebook page.

Reports by TV program ‘Hart van Nederland’

The TV program ‘Hart van Nederland’ traveled to Brazil with John de Wolf, and his sons Desley (23) and Rodney (27), to see the situation with their own eyes. During their journey, they meet a 16-year-old prostitute addicted to drugs, and see how young girls walk the roads in broad daylight soliciting sex. The reports offer an honest and clear truth on how things are going in the host cities of Brazil. The individual reports were broadcast from Friday, May 9th, through Friday, May 16th 2014, by ‘Hart van Nederland’ on Dutch television. Here the entire video report.


1. Why this campaign?
The Don’t Look Away campaign starts prior to and runs during the World Cup. The focus is on combating sexual exploitation and prostitution of minors in Brazil. The emphasis is on disclosing the problem and identifying the influential role football fans—who will be traveling to Brazil from the Netherlands—can have in detecting and reporting abuse. The campaign runs simultaneously in Brazil and in several other countries in Europe. It is an initiative of the Brazilian SESI and ECPAT France and supported by the EU.

2. Which parties will cooperate in this campaign?
The campaign in the Netherlands is a joint initiative of Free a Girl, Terre des Hommes, ECPAT and Plan Netherlands in collaboration with the Ministry of Security and Justice. The campaign is supported by TUI Netherlands and the ANVR.

3. Why these organizations?
The four organizations work hard to protect minors from sexual exploitation, but each take a different approach. ECPAT is a network with members in 75 countries around the world, including the Netherlands and Brazil, which are active in the fight against child prostitution, child pornography, child trafficking and child sex tourism. ECPAT thrives through research, education, advocacy and action, in cooperation with law enforcement and the travel industry. Free a Girl aims to stop the prostitution of children and young girls. To achieve this, the foundation focuses primarily on freeing underage girls who are forced into prostitution. Plan Netherlands educates children, young people and their parents about sexual exploitation. They also provide training and jobs so that those at risk have a better alternative. Terre des Hommes prevents children from being exploited. They remove children from exploitative situations and ensure that these children are brought to a safe environment. Terre des Hommes not only helps victims, but also addresses the root problem of child exploitation. This approach consists of prevention, protection, legal aid for victims and promotion of children’s rights.

4. What is the problem in Brazil?
In Brazil, there are large numbers of underage children working in the sex industry, often because they have no other opportunities or because they are exploited sexually. Many workers from all over Brazil, especially young men, have moved to the cities involved in the World Cup to begin work on the construction of stadiums, hotels and shopping malls. In addition, the tournament will bring male spectators from all over the world. With such a large event taking place, the demand for paid sex will increase. It is expected that the World Cup will therefore lead to additional prostitutes traveling to the host cities in Brazil to meet the demand. A significant part of this group concerns underage girls and boys (there is talk of 30%).

5. What is the purpose of the campaign?
Many underage girls and boys will go to cities hosting the World Cup to provide prostitution in order to meet the local demand. They do this because they are forced by their social circumstances. The campaign wants to send a message along with the Dutch supporters: Have fun, but be careful that you do not end up in a situation where you have paid sex with a minor (the difference between a 16 and 18 year old is not clearly visible) and report it when you see wrongdoing. The main goal of the campaign is to raise awareness around the issue of prostitution and reporting abuses.

6. What are the organizations involved in Brazil?
In the last twenty years, many organizations in Brazil have become active in helping children avoid or be removed from the sex trade. This includes ECPAT and Plan who have been working there for some time. With ECPAT, the name says it all: End Child Prostitution, Child Pornography And Trafficking of Children for Sexual Purposes. In Brazil, ECPAT Netherlands with ECPAT Brazil support the network and also work with Plan on a program aimed at combating sex tourism. Plan focuses on prevention in Brazil by working with the tourism industry. They encourage hotels and restaurants to follow a zero tolerance policy when it comes to sex with minors. They educate children, young people and their parents about sexual exploitation. They also provide training and jobs so that those at risk have a better alternative. Free a Girl works together with its partners in the poorest and most violent neighborhoods of Brazil, where drugs and prostitution set the scene. They attempt to reach and protect minors in prostitution, and provide medical and psychological assistance and training. Additionally, they promote awareness to men such as truck drivers, of the penalties for sex with minors. For Terre des Hommes, ending child prostitution is an important area of focus in the fight against child exploitation. Worldwide, it is working with local projects and partners to absorb casualties, detect offenders and bring awareness to Brazil. During the World Cup, it supports projects such as strengthening the local authorities and police to protect against sexual exploitation and abuse.

7. What can you do if you see something?
Upon suspicion of sexual exploitation of a minor, you can file a report at: In Brazil, you can call the hotline from anywhere, like from your hotel, for example. At that point, you should report the incident with as much detail as possible and inform your tour guide, tour company or hotel. Sexual abuse of minors abroad is also punishable in the Netherlands.

8. How do I call the 100 number?
If you are making a call from a local number or calling from your hotel, then it’s free! If you call with your mobile phone (NL simcard) then you must first dial the country code +55 and you will be charged.

9. What data should you register?
The 5 W’s:
• Where (country, city, hotel, bar);
• What (offense committed/ action/ response);
• Who (identity perpetrator/ victim);
• When (date, time);
• Where (travel data, date and time of flight, airline name).
Of course, you usually do not have all of this information, but the more you know, the greater the chance that action can be taken.

10. What happens then? Does it help?
The report at, which is housed at Meldpunt Kinderporno, will be accessed. If there is sufficient evidence (name of perpetrator and victim, crime scene, circumstances, etc.) the Child Pornography Team and Child Sex Tourism of the National Police will further research and process the report. Should there be a crisis, the local police will respond as quickly as possible. From April 1st, a Dutch police liaison in Brazil will assist in facilitating these efforts.

Dial 100 is a free phone service in Brazil sponsored by the Brazilian Ministry of Human Rights Against Children. It is open 24 hours a day, 7 days a week to receive reports of suspected abuse. These reports are analyzed and forwarded to the authorities responsible for investigation and punishment in cases of violence. Depending on the specific data, local research will be done. In the case of crisis, the police will be involved, along with local social workers and counselors.

11. How do you spot abuse, where should you look?
In order to recognize the abuse of children abroad, it is best to rely on common sense. Not every situation is “wrong.” You should report something like:
• A tourist is alone with a local child for example, in a hotel room;
• A child or young person is offered to a person for sex;
• A tourist is looking for the sexual services of children and youth;
• A hotel or company permits or promotes sexual exploitation of children on their premises.

It is not intended that tourists or personnel take over the job of the police and put themselves at risk. If you have any information, please notify the proper authorities.

12. What else can you do?
Choose a travel company that has signed the Tourism Child Protection Code. Avoid nightclubs, bars, massage parlors and brothels where children are present. Do not stay in local hotels if they allow the prostitution of minors to happen in its rooms. You can also make a donation using the donate button on the website or at, sms DONT LOOK AWAY to 4333 (3.00 per SMS). The donations will be distributed among the projects of the four organizations and focused on combating the sexual exploitation of minors in Brazil.

13. What does the Brazilian government do?
Legislation in Brazil is clear: sex with children under the age of 18 is prohibited and there are severe penalties for those who break the law (imprisonment of 10 years). The government is trying to stop the exploitation of minors in the sex industry and install preventive policies in cooperation with civil society organizations. But major events like the World Cup make these efforts as challenging as ever. This is especially true in slums around the city (near stadiums). As a result, the residents of those neighborhoods are in tribulation. Children in these areas become even more vulnerable.

14. How big is the problem of child sex tourism?
In several countries, sex tourism has been a big problem for years. Children’s rights are violated on a large scale in countries such as Thailand, the Philippines and Brazil. In Brazil, the UN and UNICEF estimate that hundreds of thousands of children are victims. These estimates are rough and difficult to collect due to the illegal nature of the activities and lack of visible, reliable data.

There have been figures reported from the organization DIAL 100 (DISQUE 100), a Brazilian hotline where people can report abuse and sexual exploitation. In 2012 and 2013, there were about 8,000 reports each year of sexual exploitation of persons under the age of 18. The cases reported are only the tip of the iceberg. Often there are no reports of sexual abuse due to distrust in the legal system and lack of knowledge about the children. Also, there are few actual reports of child sex tourism (only a few dozen per year), however, this does not mean that it is not a problem. Although compared to ten years ago, prostitution on beaches and tourist sites have become less visible, many signs of less overt sexual exploitation still exist.

Consequently, in preparation for the campaign, organizations must research and urge closer examination to get to the actual situation and effects of actions and measures into better view. The study is available on request from the organizations involved.

15. Is it exclusive to child sex tourism, or is it more general?
The extent of child sex tourism is difficult to estimate. It is complicated to distinguish child prostitution by Brazilians, including when men who go on a journey in search of cheap sex within the country, also known as sex tourism. International child sex tourism seems to fall within a relatively small share of the larger problem of sexual exploitation of underage girls (and boys) in Brazil. We do not speak to football fans as possible culprits, but more as an ally in addressing the problem.

16. In recent years, have Dutch tourists been arrested?
Yes. In 2013, 22 reports were received by This led to four police investigations, two in the Netherlands, one in Belgium and one in Germany. In 2013, a man was arrested on suspicion of sexual abuse of several young girls in Brazil. The man had previously been detained in Brazil for four years for sex with girls under the age of 15 years.

17. There was also a campaign against sex tourism at Schiphol. Is that the same?
The campaign against child sex tourism in recent years had a similar objective. Flyers were distributed to travelers who went to a destination outside the EU (outside the Schengen area). The Ministry of Security and Justice and the Royal Military Police conducted this campaign together with partners in the tourism industry (ANVR, TUI) and ECPAT and Plan Netherlands. Through the flyers and publicity campaigns, the public was asked to report suspicious acts at or with Anonymous Crime (0800-7000). This campaign will be continued this year.

18. What happens if someone is caught having sex with minors in Brazil?
Then that person is arrested and brought to justice in Brazil, which could lead to a long prison term of ten years. If a Dutch person escapes the Brazilian justice system, they may still end up being prosecuted and imprisoned in the Netherlands.

19. What should someone do who sees that a child is involved in sex with adults?
Record everything as well as possible (location, time, physical characteristics of the person concerned). In Brazil, you can dial 100 from a local phone or when using a Dutch mobile phone, dial +55,100. Or you can use the report form on

20. What happens to the girls if they are reported?
Dial 100 is a free 24 hour/7 days a week hotline from the Brazilian Ministry of Human Rights to report suspicion of violence against children. These reports are analyzed and forwarded to the authorities responsible for investigation and punishment in cases of violence (including sexual violence and exploitation). Depending on the specific data, local research will be done and in cases of crisis, police, counselors and local social workers will be called upon to act.

The notification of the police will depend on the seriousness of the situation, available information and the ability to find and pick up the offender and ensure that shelter (safe shelter) and auxiliary (medical, psychological care) are available for the victim. The speed of action will depend on the place where it happens and availability of police and rescue.

21. How many football fans are expected to go to Brazil for the World Cup?
A total of 10,700 tickets for Dutch fans are available and they are all sold out. It is also expected that other Dutch supporters without tickets will be travelling to the area.

22. Where can I find more information?
More information can be found at or on the websites of the organizations involved. If you want to follow the campaign on social media, visit or via Twitter:#dontlookaway. If you do not find the information you are looking for, you can mail your question to

23. Is Brazil the country where child prostitution is the worst?
This is hard to say. In the media, countries like Thailand, Philippines, India, Cambodia and Brazil are often cited as countries where sexual exploitation of minors in relation to travel is common. But the problem arises in many countries throughout the world.

24. Does the Dutch government also participate in the campaign?
Yes. The Dutch government, the Ministry of Security and Justice, also takes part in the campaign. The Ministry of Justice and the Royal Military Police have worked with the tourism industry (ANVR, TUI) and ECPAT and Plan Netherlands for several years and have created a campaign against sex tourism. Through the use of flyers and publicity campaigns, the public is asked to report suspicious acts at or with Anonymous Crime (0800-7000).

The Ministry, TUI and ANVR support the campaign Don’t Look Away through financial contributions and advertising support during the days leading to the World Championships.

25. How much money is spent on the campaign?
The total campaign budget is € 40.000. This amount is jointly provided by the four organizations and the Ministry of Security and Justice. In addition, both the ANVR and TUI make their communication channels available, and TUI supports the campaign by providing a number of tickets that allowed a television crew to create a series of reports on the subject. The agency designing the campaign and supporting the implementation (MEC) does so at a very reduced rate.

26. What happens to the donations?
The donations will be distributed equally among the four organizations. The money will be used for projects in Brazil or projects against child sex tourism more generally. Each organization clearly states how contributions are spent on the campaign site.

27. Which agency developed the campaign?
Communication MEC developed the strategy and resources for the campaign.

28. Does the agency get paid?
Yes. The agency works at a very reduced rate to develop the campaign and workers puts in a lot of their own time and hours. MEC is committed to arrange as much free publicity as possible and uses existing concepts that have worked in the past. This campaign is supported both in Europe and in Brazil.

29. SBS also plays a part in it the campaign. Does SBS get paid?
SBS made a series of reports and a longer documentary that aired in Brazil as part of the Heart of the Netherlands program (12 t/m 16 May). The material is available for use in the campaign, and SBS is not paid for this. The financial report is broken down into two parts: the collaborating organizations include the travel and accommodation on their account, and SBS includes the cost of the camera crew and the development and transmission of the reports.

30. John Wolf is an ambassador. Does he get paid for this?
John Wolf is a committed ambassador for the campaign and will receive a fee.