Love Matters (LM) is a series of online digital media platforms where young people can get information on – and discuss issues related to – sex and sexuality. LM operates as a bridge between young people and professional sex educators, providers and organizations. The sites are specifically aimed at 18 to 30 year olds in countries where information on sex and sexuality is censored or distorted.
To date, LM has launched sites in six countries – India, Mexico, Venezuela, China, Egypt and Kenya. We have had more than 24 million visitors and 67 million page views. Integral to the success of our approach is our use of pleasure as a hook to engage our audiences. Across our sites, LM has found that visitors engage with pleasure positive messages more often than traditional sexual health messages that only focus on dry facts and risks. Highlighting not just the potential negative effects of having sex but also its positive aspects can enhance the effectiveness of communicating sexual health information. During this panel, I will share how our audience consumes information on ‘pleasure’ compared to traditional sex education information – anatomy, sexually transmitted infections/diseases and family planning messages, as well as sharing the opportunities lost if we exclude pleasure positive messages.
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