The International Planned Parenthood Federation is to target the wallets of those thinking sexy thoughts with a campaign to raise £100,000 to fund free condoms and sex education in Africa.
The 'Lust for Life' campaign plays on the common belief that people think about sex every few seconds by inviting them to make an online donation at www.lust-4-life.com whenever they think about sex on 26 September.
The campaign will be launched at a reception at 10 Downing Street on 16 July. After the launch, supporters can register their details on the web site in readiness for Lust for Life day. Registered users will be emailed on the day with a link to a pop-up window, which they should click every time they have a sexual thought.
Lydia Walton, consultant at PR consultancy Countrywide Porter Novelli, which designed the creative, said: "The campaign ties in the fact that HIV spreads around the world because of unprotected sex with encouraging people to think about safe sex for themselves and for others in Africa."
The total amount raised will go towards purchasing cheaper rate condoms from manufacturer COOL.