FTND is currently running a social media and billboard campaign, using the slogan #PornKillsLove. They have erected 100 billboards in San Francisco alone and are holding high school assemblies across the country regarding the "dangers of porn."
Though its four founders are devout Mormons, FTND claims its arguments are backed by science and facts, rather than religious belief. They also characterize sex workers as drug-addicted victims often pressured into performing.
"Four Mormons may be pushing a sex-negative, anti-porn agenda, but they don’t speak for all Mormons," said MormonGirlz co-owner LeGrand Wolf. "As the world’s premier purveyor of Mormon erotic fantasies, MormonBoyz and MormonGirlz, we are committed to free speech, sexual liberation and the spread of Mormon plural marriage, the longest-running alternative lifestyle in American history.”
"It’s a ‘cool kid’ campaign which bullies ‘losers’ who consume porn," said Brooke Hunter, another owner. "‘Real men don’t watch porn,’ they claim, alongside a picture of three studs. They are calling men who enjoy porn (read: most people) unnatural, effeminate and stupid. They may be posing as friendly, but FTND is definitely the mean kids you went to school with. And by the way, women like to watch porn too."
"With sound bites such as ‘very few things are scarier than what porn does to relationships, and ‘If love is a battlefield, then porn is a nuclear warhead,' FTND’s tactic is to spread unsubstantiated, dangerous, scapegoating hype," added Hunter. "This is threatening to anyone working in the porn industry and it’s decidedly un-Christian and un-American. Rest assured we, as well as our fans, will be doing our part to send the correct message to the public."
FTND also presents itself as a public service, asking donors to join the 'Fighter Club' with a monthly recurring donation of $10, $40, $100 or even $500. In addition, they sell t-shirts, wristbands and other paraphernalia, including literature and a $40 self-help program to combat 'porn addiction.'
"Those behind the FTND campaign are engaged in irresponsible fear-mongering," Wolf said. "Their rhetoric is highly combative. Porn kills love? Fighters? Those bright red billboards communicate a sense of imminent threat. Without scientific evidence, the CEO of FTND calls porn ‘a public health concern,’ as though he is fighting an actual epidemic."
"They claim porn causes violence toward women and rape; it supposedly ruins marriages and warps viewers’ ideas of sex and intimacy," added Wolf.