INDIANANPOLIS, Ind. (WOWO): Indiana Attorney General Greg Zoeller is kicking off a campaign aimed at stemming child sex trafficking in the days before the Final Four.

Zoeller says human trafficking is more lucrative then the drug trade. Human trafficking typically recruits through force, fraud or coercion. Officials say the sex trade explodes around sports events.

The Indiana's Not Buying It campaign includes local athletes and personalities in media announcements and billboards.

The goal is to reduce the demand for commercial sex. There's also an effort to reach and provide resources for victims.