‘It’s always fear-based’: why sexual health projects should switch the focus to pleasure

Nov 22, 2022

After decades of emphasis on STIs, HIV, Aids and unwanted pregnancy, a wave of initiatives around the world are using a more sex-positive narrative

Originally posted by The Guardian

Swiry’s work was part of a wider campaign to introduce the concept of pleasure into sexual and reproductive health and rights in Africa, run by the International Planned Parenthood Federation (IPPF), one of the biggest providers of sex education globally.

Its digital campaign Treasure Your Pleasure was aimed at young adults and ran in three languages (French, Portuguese and English) from March to November over TikTok, Instagram, Facebook and Twitter. It featured videos from influencers from all over Africa, Twitter chats, and pop art-style graphics with sex-positive messaging posted on its Instagram page.

The campaign reached 9 million people and added 40,000 new followers to IPPF Africa digital platforms. It drove 330,000 people to the campaign’s landing page on the IPPF website, which features a quiz, downloadable stickers for use on social media and evidence-based research. The IPPF regional office in Asia now hopes to run a similar campaign.

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