Doing its part to promote voting in this year’s presidential election, Pornhub has launched its “Give a Fuck, Get a Fuck” campaign.

Pornhub Vice President, Corey Price said in a statement, “Roughly 43 percent of eligible voters – equal to 100 million people – didn’t vote in the 2016 U.S Presidential Election, according to turnout estimates from the U.S. Elections Project. We want to encourage people to do their civic duty this year by casting their ballot and having their voice heard.”

From 10 a.m. to 9 p.m. EST on November 3, users visiting Pornhub in the United States will be greeted by a landing page that reminding them to vote. Additionally, throughout the day, the world’s leading free porn site will also be running a social media campaign featuring some of the site’s brand ambassadors. Asa Akira, Janice Griffith, Natassia Dreams, Lance Hart, Sovereign Syre, Lotus Laine and Domino Presley will be telling voters “if they don’t give a fuck, they don’t get a fuck.”

The “Give a Fuck, Get a Fuck” campaign is a partnership between Los Angeles-based creative agency Just For Fun. Speaking about the campaign Just For Fun said, “In 2016, over 100 million eligible voters had zero fucks to give about the election,” a Just For Fun spokesperson said. “This year, to encourage everyone to get off the couch and head to the polling places, we knew we needed to hit them where it hurts – their pants.”

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