Talking about pleasure, desire and good sex is the content that young people repeatedly call for. Earlier this year a systematic review with WHO and The Pleasure Project showed that sexual health programs that include sexual desire and sexual pleasure improve knowledge and attitudes around sex and increase condom use, as compared to those that do not. Pleasure-inclusive sexual health increases sexual self-esteem, sexual self-confidence, and safe choices. In this LIVE stage we will show how International Planned Parenthood Federation Africa Region and The Pleasure Project are putting this evidence into practice with the ‘Treasure Your Pleasure Campaign’. This pleasure focused online campaign aims to bring more young people to reproductive health services through a fun, honest and real conversation about what they want [rather than what they should avoid]. We will showcase the carefully designed digital content – which includes videos, commissioned specialist content from African social media influencers and curated youth led content. It has been a great success and we are currently analysing the link to health service usage. We will bring the best of this trail blazing digital content showing us that consent is sexy, why you should love yourself and honour your pleasure. We will take the audience on their path to pleasure with a fun interactive journey through the Treasure Your Pleasure Campaign, a chance to take the Treasure Your Pleasure Quiz

Pleasure Matters: Shining a light on pleasure as a core element of SRHR Mahmoud Garga, Lead Specialist – Strategic Communication, Media Relations and Digital Campaigning Speaks to the Sexual and Reproductive Health Matters Journal on Pleasure and the Treasure Your Pleasure Campaign Listen here now!  

On 15 March 2022, IPPF Africa Region launched the Treasure Your Pleasure digital campaign across Sub-Saharan Africa. The campaign, in English, French and Portuguese aims to create a safe space for youth in Africa to talk about sex freely, reducing shame through bold communication that resonates with them and grabs their attention while also advocating for safe sex and the importance of pleasure. The framing and messaging of this campaign aims to reorient the dominant narrative of sex education from fear of sexually transmitted diseases, medical interventions, unwanted pregnancies, and death, towards a more sex-positive narrative embracing all types of pleasure, gender expressions and identities. Through our Manifesto, we’re re-writing the story on sex and pleasure across the continent, and we’re taking you on the ride because doing it right really IS a FLEX. The campaign messaging focuses on empowering audiences to think and discuss sexual pleasure regardless of their sexual orientation, gender identity and/or expression, disabilities, and experiences. The messages are always sex-positive and rights based, include links to additional useful resources on the variety of pleasure-based approaches. This way, we engage with our audiences through co-creation, educate and empower them to speak and take control of their reproductive and sexual health and rights. Incorporating sexual pleasure within SRHR messaging and communication can improve sexual health outcomes. Shifting the narrative towards a sex-positive approach leads to better understanding of oneself and others and helps improve public perceptions around sex and comprehensive sexual education. Through this digital campaign, and what we share on lessons, we are hoping that other SRHR organisations would also focus on the benefits of including a pleasure-based approach to sexual reproductive health and rights. Visit our campaign landing page to learn how you can Treasure Your Pleasure: www.treasure-your-pleasure.com We’ve got fun interactive features and informative content to bring your sex game to a new level!  Other resources: Press release: IPPF endorses pleasure-inclusive sexual health via the Pleasure Principles Podcast: IPPFAR Communication talks about pleasure! Influencer content: African influencers Video: Live stage at the ICFP 2022 | Treasure Your Pleasure & The Pleasure Principles TYP Best Practice Note: How to embark on a Digital Pleasure Journey

Nem tudo o que ouvimos sobre sexo é verdade. É hora de transformar este tabu em algo de se fazer da melhor maneira possível. Visite a nossa campanha " Faça Valer O Seu Prazer ". Estás pronto para sexplorar? Visite: https://treasure-your-pleasure.com/pt/ #FaçaValerOSeuPrazer

Tout ce que l'on entend sur le sexe n'est pas toujours vrai. Il est temps de passer du tabou au « waouw ! », de la meilleure des façons. Visitez notre campagne « Ton Plaisir, Ton Trésor ». Êtes-vous prêt.e à plonger dans l’univers du plaisir ? Visitez: https://treasure-your-pleasure.com/fr/ #TonPlaisirTonTrésor