If people feel seen and understood, they are more likely to listen – and this leads to better sexual health outcomes and improves people’s well-being. That’s why Avert takes a sex-positive and pleasure-inclusive approach to sexual health and rights, one that prioritises personal agency, is free of judgment, celebrates desire, and encourages open and honest discussions on sex and relationships.

We take this approach because we know it works. Evidence is mounting on the effectiveness of SRHR interventions that bring sexual pleasure into the equation, such as HIV prevention programmes that teach people how to make condoms part of foreplay, or reproductive health initiatives that include communication skills-building for couples so they feel able to talk honestly about what turns them on and what type of contraceptive they feel most comfortable using. A 2022 study that assessed 33 pleasure-inclusive interventions in the USA, South Africa, Brazil, Spain, the UK, Singapore, Nigeria and Mexico found they improved people’s knowledge and attitudes about sexual health and safer sex practices. The study also found that prioritising pleasure, rather than the fear of danger or disease, increased the likelihood of safer sex.

We are proud to have been the first organisation to endorse the Pleasure Principles, seven key values to guide and inspire people and organisations to take a sex-positive, pleasure-based approach to sexual health. Since then, other major organisations have joined, the principles have gained strong media interest, and the movement is growing.

Be in the KNOW’s topics are not chosen at random. Rather we co-create our content with young people in sub-Saharan Africa to ensure we cover the things our audience needs to know about in ways that are useful and reflects their experience. Be in the KNOW’s website and social channels not only provide pleasure-positive blogs, advice and information, there are also videos, quizzes, and discussion starters that provide advice and information in fun and interactive ways.

One day we hope we will no longer need to make this argument. That all SRHR programmes will follow the evidence and not only acknowledge but actively celebrate the pleasurable aspects of sex. But while conservative attitudes towards SRHR still loom large, we must continue to be explicit in our support for approaches that puts people’s sexuality and sexual desire at the centre. It is time to stop denying sexual pleasure and shift away from the messages of fear that stops many young people from understanding and looking after their sexual health in the first place.