Global – Pornhub is encouraging consumers to adopt more sustainable behaviours through its new Sexstainable campaign.
Building on its previous eco-conscious efforts, the company is partnering with environmental group 2030 or Bust to launch a new channel dedicated to sustainability tips. The video channel, which features Pornhub stars, will feature guidance on best practice for eco-friendly grocery shopping, alongside the innuendo-style advice of ‘spreading your seed’ by contributing to a tree-planting initiative.
Pornhub is also tracking the viewership of its Sexstainability channel and pledging to donate funds to 2030 or Bust for each view accumulated over the next month. Through this campaign, Pornhub continues to use its channel to push public service messaging in a way that feels relatable and humorous.
By using its channel in new ways and reframing traditional narratives around sustainability, Pornhub is taking an unconventional approach to some of the ideas we explore in Backlash Brands.