Kids might see porn on the Internet. And confuse its cold, impersonal business routine with reality. That’s why SIRE urges parents to educate their child about sex, before Internet porn does.

The SIRE 'porn vid' showed a very cliché pizza delivery scene. Introducing a somewhat over-the-hill pizza delivery guy, a woman in a bathrobe and her 'sister' who just so happened to 'love salami'. But just when the action started ('What if we pay this way?'), the porn actors turn to the viewer. They deliver the SIRE message in a powerful way: Educate your child about sex, before we do. The actors then sat back and waited for the viewer to talk to their child.

Thanks to the cooperation of porn hosts, our special SIRE 'porn vid' was posted on major porn sites. It soon caught the attention of hundreds of oblivious viewers. But it reached an even broader audience after the press picked it up. The fact that SIRE made a porn video soon became the center of attention in Dutch media, from online news sites to leading newspapers and national TV. This raised awareness both online and offline and made the video a great way to introduce the whole campaign.