PORNHUB AND SEXUAL WELLNESS

*student work*

THE ASK

Choose a brand you feel has the opportunity to be more responsible but has not yet done so. Build a plan for that brand to talk to a specific audience about a specific plan to solve problems responsibly in a global economy.

THE PROBLEM

Currently in the United States, there is no universal school curriculum regarding sexual education. The “education” around sex varies based on state, district, and which teacher is assigned to teach the course. Rather than teaching what sex is, how to safely have it, and everything else that surrounds it, the conversation ends at abstinence and sex is seen as a taboo subject. In response, teens are turning to the internet and porn for answers.

WHY THIS MATTERS

Porn is not a “how to” when it comes to sex. The performers in the videos are paid actors and actresses who shoot on sets and follow scripts just like in Hollywood movies. In the videos, there are often no conversations surrounding consent, comfortability, or testing results with the people involved. These irresponsible behaviors are learned and become normalized through porn, which sets a dangerous precedent as these actions are mirrored in their own sexual relationships.

WE CAN’T STOP TEENS

FROM WATCHING PORN.

But we can use porn as a medium for sexual education and wellness.

THE STRATEGY

WHY PORNHUB

PornHub is the single-most popular porn website on the internet. In 2019 alone, there were 115 million people a day who visited PornHub, totaling to over 42 billion visits throughout the year.

A huge reason for this popularity is the fact that PornHub allows viewers to access its millions of videos for free.

OUR POSITION

The teens viewing this site are subjected to harmful images and stereotypes of what sex is. This can be extremely harmful to developing brains when teens are just learning what sexual relationships look like.

While we can’t change what porn is (and that’s not the goal), we can mold its impact.

WE WANT PORN TO BE ASSOCIATED WITH THINGS OTHER THAN

GROUP SEX, BAD ACTING, AND INCOGNITO BROWSER TABS.

THE SOLUTION

Turn PornHub into a sexual education and wellness platform. In partnership with Planned Parenthood, provide statistics and information that urges viewers to educate themselves about sex and their own sexual habits.

Highlight the pre-existing Sexual Wellness Center on the PornHub website. Launched in 2017, it includes sex education videos and information about STDs, testing, and what healthy sexual habits look like.

The only issue with the Sexual Wellness Center? It is buried on the PornHub website under a laundry list of drop down menus and navigation buttons. Redesigning the interface to highlight this, rather than hide it, will be the first step.

The Campaign

The largest goal of this campaign is to destigmatize the conversation surrounding sex. Human beings are sexual creatures and this is not something to shy away from.

By talking about sex and seeing it as less of a taboo, teens (and everyone) will be able to receive proper education about their bodies and how to safely share it with someone else.

The second goal is to change the way that porn is viewed. By becoming more educated about what healthy sex is, viewers should see porn for what it is: entertainment. This aims to erase the sexual expectations placed upon men and women that are glorified through porn.

Robert Downey Jr. isn’t Iron Man, just like how the actors in porn aren’t really pizza delivery guys or helpless women who need an alternative payment method.

The Executions

Twitter Campaign