How the c-store industry is leading a movement that is saving lives
50,000 C-stores and Counting

By Jeff Lenard
Jeff Lenard is NACS vice president of media and strategic communications. He leads the association’s industry-wide external communications campaigns to advance the role of convenience stores as positive economic, social and philanthropic contributors to the communities they serve.
 
Ten years ago, a friend approached Kent Couch, who at the time operated the one-store Stop and Go Mini Mart/Shell in Bend, Oregon, with a question: Can you put a sign in the restroom that provides a hotline for help for human trafficking victims? The restroom is often the only safe place where a victim of human trafficking is alone and able to call or text for help.
 
“I had a personal connection, so it was hard to say no. But I also said, ‘I don't have a trafficking problem in my neighborhood. We operate in a nice, upscale area,” said Couch.
 
Shortly after that conversation, Couch put signs in both restrooms, with a nice frame to make them look store sanctioned. Within days, one of the signs was ripped off the wall and tossed aside. A replacement sign met the same fate.
 
“It was shocking that traffickers destroyed the signs because they didn't want their victims to see the number and dial it,” said Couch. “It was such an eye opener for me to see that it's happening in my store in in a high-income area. It is happening in my backyard.”
 
The sign was produced by the aptly named group, “In Our Backyard,” which soon created the sub-brand “Convenience Stores Against Trafficking” (CSAT), which has placed well more than a million “Freedom Stickers” across the country, including at more than 50,000 convenience stores. The National Human Trafficking Hotline number (1-888-373-7888) is prominently displayed on these Freedom Stickers.
 
An Industry Mission
The Convenience Stores Against Trafficking outreach campaign was launched in 2017, which provides free resources to retailers, was an immediate hit, with 5,000 convenience stores signing up for the program. Today, CSAT works with more than 200 c-store companies and about 20 associations, including GACS and NACS.
 
The program does more than change lives—it changes perceptions. NACS regularly surveys customers to stay on top of both what they want from convenience stores and how they feel about them. And no issue ranks higher among both customers and potential employees than convenience stores are playing an active role in addressing human trafficking.
The industry’s commitment to fighting human trafficking has also changed the narrative about 24/7 operations at convenience stores. Our industry is now seen as more than a place that sells products and services 24/7; we are a beacon of light that can help those in need 24/7.
 
Sporting Events Draw Attention
Major sporting events like the World Cup are not just exciting for attendees, they also can lure young people interested in seeing the excitement—and traffickers know that and lure victims at activities surrounding these sporting events.
 
Convenience Stores Against Trafficking worked with GACS to raise awareness about the issue in advance of the 2019 Super Bowl in Atlanta, the effort received positive worldwide media attention. Georgia-based Jet Food Stores and Clipper Petroleum continue to support Super Bowl outreach yearly regardless of the host city. bp is also a major supporter of CSAT.
 
 In 2025, outreach related to sporting events expanded to Major League Baseball’s All-Star Game in Atlanta.
 
The World Cup, help in multiple cities in North America this summer (including Atlanta), is another event that anti-human trafficking groups are building out plans to raise awareness and help those in need.
 
Groups That Make a Difference
The following groups all work with NACS and have members and partners who are from the c-store industry.
 
Convenience Stores Against Trafficking (CSAT), a program of In Our Backyard
The group equips convenience stores with no-cost training on human trafficking for their employees and provides life-saving materials to post in stores.
Contact: Cheryl Csiky, Executive Director ([email protected]; www.InOurBackyard.org)
 
National Safe Place Network (NSPN)
Safe Place provides access to immediate help and safety for young people in crisis. Safe Place locations, such as QuikTrip stores, display the distinctive yellow and black Safe Place sign. 
Contact: Laurie Jackson Padilla, President & CEO ([email protected]; www.nspnetwork.org)
 
Truckers Against Trafficking (TAT)
TAT recognizes that trucking, along with other members of the transportation industry, are perfectly positioned to help law enforcement identify both victims and perpetrators of human trafficking.
Contact: Louie Greek, Coalition Build Specialist ([email protected]; www.truckersagainsttrafficking.org)
 
Blue Campaign
Blue Campaign is a national public awareness campaign designed to educate the public to recognize the indicators of human trafficking, and how to appropriately respond to possible cases.
Contact: Thomas Ruck, Senior Advisor, Office of Partnership and Engagement ([email protected]; www.dhs.gov/blue-campaign)
 
National Center for Missing & Exploited Children (NCMEC)
NCMEC assists with preventing child abductions, recovering missing children and providing services to deter and combat child sexual exploitation.
Contact: Gavin Portnoy, Vice President, Communications & Brand ([email protected]; www.ncmec.org)
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