NACS, along with BP, are supporting anti-human trafficking events in California over the next two weeks in advance of the Big Game, which takes place February 8 in Santa Clara, California.

The groups are supporting In Our Backyard (IOB), which is hosting a Missing Children Public Outreach on January 31 at Santa Clara University, leveraging the weekend prior to the Big Game as a powerful platform to fuel awareness and prevention of human trafficking.

Now in its 17th year, the Missing Children Public Outreach reflects a coordinated prevention-focused approach that brings together technology, trained frontline workers and community engagement, to strengthen efforts to help locate missing children and reduce the risk of exploitation.

Throughout the year, IOB works with technology and community partners to review information that may help identify missing children or individuals who may be controlled, threatened or showing indicators associated with trafficking. These efforts increase in the months leading up to major sporting events, when heightened travel and activity can elevate risks for vulnerable youth.

That work leads into the January 31 public outreach event, when volunteer teams will distribute 10,000 missing children books inside convenience stores to raise public awareness.

“With approximately half of the U.S. population visiting a convenience store every day, c-stores are well positioned to share important messages that employees and customers can use to raise awareness against trafficking and help victims. According to the National Center for Missing and Exploited Children, one in seven missing youth is likely trafficked,” said NACS Vice President of Media and Strategic Communications Jeff Lenard, a regular participant and speaker at Missing Children Public Outreach events.

Recognizing that c-stores are a critical access point, IOB launched its community program Convenience Stores Against Trafficking (CSAT) in 2017 to equip store teams with training and resources to recognize and safely report concerns. Today, more than 51,000 convenience stores nationwide participate in CSAT, reaching 8 million people every single day. By placing these resources in convenience stores, IOB and its partners, the Santa Clara Human Trafficking Task Force and the South Bay Coalition to End Human Trafficking ensure that individuals who may have limited opportunities to seek assistance know that help is available.

“Prevention happens when technology, frontline workers and communities work together,” said Cheryl Csiky, executive director of In Our Backyard. “Major sporting events like the Big Game give us a powerful platform to fuel awareness and focus collective efforts on protecting missing children.”

Retailers interested in participating in the January 31 event or in other outreach with Convenience Stores Against Trafficking can contact Csiky at cheryl@inourbackyard.org.

NACS also is active with the National Safe Place Network, known for their bright yellow “Safe Place” signs at QuikTrip convenience stores and other community locations such as fire stations.

“Preventing human trafficking requires more than awareness—it requires access. Through Safe Place and TXT 4 HELP, National Safe Place Network ensures young people know where to go and who to reach when they feel unsafe, isolated, or at risk. We are proud to collaborate with national partners who share a commitment to early intervention, community engagement, and clear pathways to help,” said Laurie Padilla, president and CEO of the National Safe Place Network.

In addition, NACS works with Truckers Against Trafficking to also help raise awareness around human trafficking in advance of other big sporting events.

Today, more than 50,000 convenience stores have Freedom Stickers in restrooms that tell victims of human trafficking that there is hope—and help. Read more about how c-stores can fight human trafficking in the December 2025 issue of NACS Magazine.