Amid the 2025 NCAA Men’s Final Four Tournament, a Washington, D.C.-based nonprofit has launched a significant campaign aimed at raising awareness about sex trafficking. Rights4Girls has funded a digital billboard on Interstate 10 in San Antonio, strategically placed to catch the attention of the estimated 100,000 visitors expected in the city for the tournament.
The billboard, located at the intersection of Interstate 10 and Crossroads Boulevard, first appeared on March 31 and will remain until April 7. This initiative is part of a broader campaign by Rights4Girls that has followed the NCAA tournament from its initial rounds in cities like Cleveland, Milwaukee, and Providence, through regional games in Atlanta, Indianapolis, and Newark, culminating in the Final Four in San Antonio.
Yasmin Vafa, a human rights attorney and the co-founder and executive director of Rights4Girls, emphasized the importance of this campaign in a recent interview with the San Antonio Express-News. “It’s not pleasant to think about. Major sporting events like March Madness bring a lot of fun and entertainment, but they also attract well-to-do men with the wealth to purchase marginalized women and girls for sex,” she stated. “Traffickers won’t simply disappear once the confetti is swept off the floor.”
Vafa highlighted the harsh realities faced by women and girls in the sex trade, noting that over 90% have endured severe violence from sex buyers, with a mortality rate 200 times higher than that of the general population. The billboard features rotating messages designed to provoke thought and conversation, including: “It’s Madness To Think Sex Buying Is Just A Game,” “Sex Buying Is Foul,” “It’s Madness To Think Sex Buying Won’t Land You A Penalty,” and “It’s Madness To Think Sex Buying Is A Victimless Crime.”
Commercial sex buying is not merely a year-round issue but sees a marked increase during major sporting events. According to Rights4Girls, the surge in tourism, hotel bookings, and festivities creates an environment where sex buyers can operate under the radar.
Past incidents at major events underscore this alarming trend. For instance, during the 2019 Final Four in Minneapolis, 47 men were arrested for felony solicitation of a minor, and 28 individuals, including a minor, were rescued from trafficking. Similarly, at the 2019 Super Bowl LIII in Atlanta, there were 169 arrests, including 26 traffickers, and nine child sex trafficking victims were recovered, the youngest being just 14 years old.
Brooke Bobo, prevention education manager for Ransomed Life, a San Antonio nonprofit dedicated to preventing child sexual exploitation, expressed her support for the Rights4Girls billboard campaign. “This industry is fueled by demand...if there’s no demand, there’s no product. But as demand increases, product also has to increase,” Bobo noted. She urged the public to be vigilant and to recognize red flags, such as a victim who appears uncomfortable or improperly dressed for the occasion.
Victims may also use a hand gesture known as “4040” to signal for help, where they put four fingers up and then make a fist twice. Anyone who sees this signal is encouraged to call 911 immediately. Bobo also advised that traffickers often exhibit evasive behavior, speaking on behalf of victims and closely monitoring them.
In response to the potential rise in sex crimes during the Final Four, local law enforcement agencies, including the San Antonio Police Department and the Bexar County Sheriff’s Office, are implementing targeted patrols and undercover operations. SAPD Sgt. Washington Moscoso acknowledged that major events often see an uptick in various crimes, including human trafficking. The department is also training hotel staff to identify signs of trafficking.
Deputy Johnny Garcia from the Bexar County Sheriff’s Office urged the community to remain vigilant and report any suspicious activities. “We urge the community to stay vigilant, report suspicious activities, and work with BCSO to fight against trafficking and exploitation,” he stated.
Despite the ongoing efforts, experts indicate that these crimes are often underreported. Data from the National Incident-Based Reporting System shows a 36.4% drop in human trafficking offenses in San Antonio, decreasing from 22 in 2023 to 18 in 2024. However, the city has seen a 41% rise in prostitution offenses, increasing from 158 in 2023 to 224 in 2024. So far in 2025, there have been six reported human trafficking offenses, according to SAPD's Public Safety Dashboard.
Rights4Girls has also released a report titled “Buyers Unmasked: Exposing the Men Who Buy Sex & Solutions to End Exploitation,” which sheds light on the harm inflicted by sex buyers on women and girls. Vafa commended Texas for increasing penalties for purchasing sex in 2021, highlighting the serious repercussions for offenders, including potential placement on the sex offender registry and loss of family law rights.
“Most men don’t buy sex, but those who do are habitual buyers and cause a lot of harm,” Vafa remarked, emphasizing the need for continued public awareness and education on this pressing issue. For those needing help or wishing to report suspected cases of human trafficking, the National Human Trafficking Hotline is available at 1-888-373-7888, or individuals can text "HELP" or "INFO" to 233733. Locally, reports can be made anonymously to the Bexar County Sheriff’s Office at 210-335-6000 or via email at [email protected], or to the San Antonio Police Department at 210-207-2313.
