The Pleasure Project is an educational resource promoting safer sex to women and men. Most established educational programmes give the impression that safer sex and good sex are mutually exclusive. These programmes usually use fear and the risk of disease to motivate their audience to practise safer sex. We promote safer sex by focusing on the real reasons most people want to have sex: satisfaction, desire and pleasure. There’s nothing revolutionary about our unique approach – all evidence suggests that positive incentives are a far more effective change motivator – we’re just starting from a position that is still rarely adopted in safer sex programming. While most safer sex and HIV prevention programmes are negative and disease-focused, The Pleasure Project is different: we take a positive, liberating and sexy approach to safer sex. Think of it as sex education … with the emphasis on ‘sex’.