'Pleasure is arguably the most powerful motivating factor for having sex and yet has been absent from sex education or sexual-health interventions.'
Teaching people about achieving sexual pleasure can help sell safe-sex messages, say researchers from the World Health Organization.
Billions of dollars are spent around the world each year on sexual and reproductive health and rights services, yet many programs do not address one of the fundamental reasons many people have sex - to feel good.- the group that worked with the WHO team - in 2004, as a result of the frustration of "endless Aids meetings where no one talked about people's motivations for having sex".
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