What is it?
The charity has launched a web campaign, Sex: Positive, which allows people to pledge to keep an open mind about sex. The boyband JLS (pictured) have uploaded their pledge in video form, and people can also post on the online board on the campaign website or tweet.
Who’s getting involved?
The TV presenter and relationships expert Tracey Cox and the MP David Lammy are among the well-known figures joining JLS in their support. In her pledge, Cox said: "I think we need to enjoy [sex], celebrate it and shake off all those inhibitions."
How many people are pledging?
Eighteen videos have been uploaded so far, and 207 people have posted their pledges on the site. There has also been support for the campaign on Twitter, with people using the hashtag #sexpositive.
Who’s behind the launch?
A team of London-based volunteers aged 17-22, who are critical of the lack of support, education and health services relating to sex. "I think it’s important to separate myths about sex from facts," said Lucy Cate, one of the volunteers. "Society needs to understand the issues faced by all young people."
Third Sector Verdict:
Encouraging people to pledge online allows them to think about the negative attitudes they may hold, change them and publish their new view online for all to see. With various celebrities getting involved, the campaign could attract people of all ages.