The Drum Awards for Social Media 2022

Live in -h -min -sec

Modern Marketing Water Cooler Creative PornHub

Pornhub’s ‘Sexstainability’ campaign asks viewers to stop screwing the planet


By John Glenday | Reporter

January 27, 2021 | 4 min read

Sponsored by:

What's this?

You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative from the brands that should be on your radar. Today, we’re looking at Pornhub’s new eco-friendly campaign, which encourages viewers to ‘come together for Mother Earth’.


Pornhub’s ‘Sexstainability’ campaign asks viewers to stop screwing the planet

Pornhub has joined the fight against climate change by harnessing the power of lust to generate donations to 2030 or Bust, an environmental campaign encouraging people to reduce their carbon footprint.

Sexstainability will run for the next 30 days and comprises a series of instruction videos starring Pornhub brand ambassadors Asa Akira and Kira Noir, who will impart their unique brand of guidance and inspiration to viewers on how they can live more sustainably by minimising water and electricity use, reducing food waste and recycling.

All views racked up by the models over the next month will be monetised in the form of donations to the cause as part of Pornhub‘s philanthropic efforts, which include the ‘Dirtiest Porn Ever‘ activation, part of a crusade to clean up the world‘s dirtiest beaches and address pollution.

Proving that pleasure can also bring broader societal benefits, Pornhub also masterminded ‘A Ride with Pornhub‘, an offer of free electric scooter rides to all Italian viewers.

These initiatives follow the launch of a dedicated Bee Porn channel devoted to explicit images of honey bees foraging for nectar among erect plant stamens – all in aid of generating donations for honeybee organisations.

Noir said: “We’re excited to educate people in a meaningful way that will not interfere with their regularly scheduled programming on Pornhub. Combining two things people enjoy – sex and sustainability – made the most sense in creating our ‘Sexstainable’ initiative. After all, it’s 2021 (finally!). It’s important for all of us get down to business and come together... literally... to help save Mother Earth."

2030 or Bust executive director Laughlin Artz added: “We are thrilled to partner with Pornhub in getting the word out that not only is the climate crisis endable and that we have the power collectively to make that happen, but also that making that difference can be easy, sexy and fun. We all want humanity to have a happy ending!”

Modern Marketing Water Cooler Creative PornHub

Content created with:


Find out more

More from Modern Marketing

View all


Industry insights

View all
Add your own content +