Will a sexy sell help save the environment?

Written by Gabriele Steinhauser
Tuesday, 27 May 2008


Can online porn and vegan strip clubs save the rainforest? The erotic industry believes there’s a market for idealists who want to hug more than just trees.
Four years ago, Tommy Ellingsen and Leona Johannson decided to do something for the environment.

Like many other eco-activists, the young Norwegian couple opted to set up a Web site to educate others about the death of the rainforest, and to collect donations for the cause.
Yet, unlike other similar-minded idealists, they chose “to have a little bit more fun with the issues,” said Ellingsen, 31.

Fun, to Ellingsen and Johannson, meant sex, and the result was the creation of a Web site whose acronym, FFF, stands for an unprintable verb in front of "ForForest.com."
In return for a monthly fee of $15, members can download and watch homemade porn - all in the name of saving the planet.

FFF, which bills itself as "the only 100% karma improving eco porn site," features videos and photographs starring Ellingsen and Johannson, 25, as well as volunteers who want to donate more than just money.

This unusual fund-raising strategy has been a success.
In the past four years, the non-profit organization, which is registered in Norway, has taken in annual revenues of $100,000 to $120,000, according to Ellingsen....read more