Using sexiness to stop unsafe sex

Sexy condom ads like this helped DKT increase condom sales in Brazil.

This article was published originally by Fast Company's Co.EXIST blog on October 5, 2012.

Sex and sexuality have long been used to market a variety of consumer products in wealthy countries. But when it comes to HIV prevention and family planning in developing countries, global health practitioners have mostly shied away from using the titillating strategies so effective in the commercial world.

The Pleasure Project and a small group of like-minded nonprofit partners are trying to change that, by shaking up an international reproductive health community that tries to promote safer sexual behavior by influencing the most intimate aspects of the lives of people in developing countries. With their motto, “Putting the sexy back into safer sex,” the Pleasure Project is spreading that message far and wide. At the XIX International AIDS Conference in Washington, D.C., this summer, they held a session entitled “Pleasure at AIDS 2012: Everything You Wanted to Know About Pleasurable Safer Sex but Were Afraid to Ask” that explored whether pleasure and eroticism can be harnessed to enhance HIV prevention. The conclusion was that they can indeed, even though most campaigns don’t even try.

Two continents, one AIDS epidemic

WASHINGTON, D.C. - The speakers talked about a society with an AIDS epidemic driven by a devaluation of girls and women, young people denied evidence-based sex education, parents in denial about their children’s behavior and religious leaders who sometimes do more harm than good.

They were talking about sub-Saharan Africa.

And they were also talking about the District of Columbia.

The most striking fact to emerge from a panel discussion at Howard University this week on “UN Millennium Development Goal #6: Combating HIV/AIDS” was how similar some of the drivers of HIV/AIDS are in Africa and in Washington, D.C. Indeed, it was said several times that D.C. has the HIV prevalence of a developing country. The event was organized by the D.C. League of Women Voters, Howard University Hospital and the United Nations Association in observance of United Nations Day.