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Pornhub has launched a sustainability campaign encouraging viewers to "come together for Mother Earth".

The ad features popular Pornhub models as they provide advice on how to be more sustainable – from reducing food waste and saving water to recycling responsibly – via a series of niche, eco-focused, instructional videos.

"It seems like we’ve forgotten just how sexy it is to be sustainable," brand ambassador and porn model Kira Noir says as she picks up a condom wrapper from the ground. 

The 30-day initiative launched yesterday (26 January), with Pornhub donating 10c (8p) to climate crisis charity  for every view to a "Sexstainable" video over the next month. 

Pornhub has also created a new section on its  that outlines small actions people can take to improve sustainability in their everyday lives.

This is not the first time that Pornhub has encouraged the public to help the planet. In 2019, the platform launched a channel of "bee porn" videos in a bid to save the world’s dwindling bee population.