We know sex sells, and we’ve seen non-profits from PETA to the American Public Health Association use provocative tactics to garner attention and raise money, but porn website Come4.org is hoping to corner the market on the idea of being bad to do a little good.

The adult website, which describes itself as “the first user-generated, nonprofit pornography site devoted to funding charitable and ethically driven projects” is being unveiled with the help of Being, the Paris office of ad agency TBWA. The agency created a 90-second promotional video called “The Lover”, which introduces the world to Come4′s first charitable initiative—helping to fund the Asta Philpot Foundation, which is committed to raising public awareness about the sexual rights of disabled people.

Come4 describes its mission and intentions this way:

“‘Sex’ is the top word searched on the Internet. With nearly billions of yearly revenues, the sex industry is one of the greatest markets online. Unfortunately, it is also one of the less ethical and transparent ones…

The prevailing model is finalized to business, and thus it systematically aims at subjugating our sexual imagination to marketing standards. As a result, instead of reflecting the natural plurality of human sexuality, much of today’s online sexual contents foster a one-dimensional perspective which is often fake, violent, macho-centered, and in many cases barely legal. We believe that we, as a self-aware community, can do better than this, and that time has come to rethink critically the relationship of online pornography and society.

With Come4 we aim to ignite a new sexual revolution, one that has at its core people instead of money, respect for diversity instead of uniformity, and solidarity instead of selfishness. Our goal is to devolve at least 1 percent of the total revenue of the online sex industry to support ethical causes aimed at defending and promoting sexual rights. Provided no one is harmed and that everything is legal, is there any reason why these revenues cannot be used for better ends?’

We never thought the mission statement of a porn website would have us wanting to cheer, but…dare we say it…Huzzah! This is some seriously well-crafted branding; the company manages to describe exactly what’s wrong with its own industry, and then explain with earnest precisely how it plans to overcome and redefine the meaning and purpose of that business. We are, despite ourselves, impressed.

What do you think, readers? Is this something you could get behind (no pun intended), or is this mission statement the equivalent of a phenomenal political speech given by another smooth-talking-but-no-different-from-the-rest candidate?