by Mahmoud Garga – Lead Specialist – Strategic Communication, Media Relations and Digital Campaigning
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.
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.
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.
Visit our campaign landing page to learn how you can Treasure Your Pleasure! We’ve got fun interactive features and informative content to bring your sex game to a new level!
We’ve partnered with influencers from across the region! Nana Darkoa, the Author of “Sex Lives of African Women” shares some of the reasons why she is so passionate about the politics of sex and sexuality.
In this video, she shares some of the inspiration behind the work she does and a few of the incredible resources that African feminists have created around sex and sexualities.
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.
