LOUISVILLE, Ky. (WAVE) – New billboards are targeting men who are coming to the Kentucky Derby.

They attempt to discourage sex trafficking with Derby-themed messages like, “Buying Sex Throws Lives Off Track,” and “Buying Sex? Don’t Bet On It.”

The organization called Rights 4 Girls is trying to keep young women from being sexually exploited.

“It’s going to wreck lives,” Rights 4 Girls Policy Director Aaron Nodjomian-Escajeda said. “I know we always hear that purchasing sex or prostitution is a harmless crime. But that is not true.”

Rights 4 Girls tailors their message to high-profile sporting events that attract men and money, in this case, the Kentucky Derby.

“It creates this perfect storm of a surge in commercial sex market while people are celebrating and partying,” Nodjomian-Escajeda said. “They also have an entitlement to women’s bodies and feel like that is something they should also be able to purchase during these large events.”

Nodjomian-Escajeda said over 90% of women in the sex trade report being shot, raped, strangled, burned, stabbed or beaten.

And the abuse is often at the hands of the sex buyers.

“Look for things that look out of place… A young girl that could be inappropriately addressed for her age, someone who looks like they’re being led around by an older person, someone who can’t speak for themselves in a conversation,” Louisville Metro Emergency Services Deputy Director Kelly Jones said. “If it doesn’t look right to you, there’s a good chance that maybe it’s just not right.”