As Indy gets set to host the NCAA Tournament Midwest Regional this weekend, you may see billboards raising awareness about human trafficking during major sporting events like March Madness.

The organization behind the “STOP THE MADNESS” campaign is Rights4Girls, which advocates for the dignity and rights of young women and girls so that every girl can be safe and live a life free of violence and exploitation.

Indianapolis is one of eight cities the human rights organization is targeting with its new billboard campaign.

Executive Director, Yasmin Vafa says that “It’s important for people to know there is this dark underbelly of sex trafficking and exploitation that can take place. sports is big business, and so is human trafficking.” Vafa says the surge in tourism creates an environment in which sex tourism could thrive. “Sex Trafficking can happen to anyone, but “buyers” pray on those that are most vulnerable. Parents should know that in the U.S., up to 90% of recruitment is done through the internet.

Monitor what and who your minor child engages on the web and social media. In crowds and public spaces, be aware of your surroundings. If someone is trying to get you to meet with them by offering something too good to be true, wait! Get a second opinion. Please tell a trusted person. You won’t be sorry.” The number for the National Human Trafficking Hotline is 1-888-373-7888.