In 1999, the first live event was held at San Francisco's Campus Theater, by the Center for Sex and Culture (CSC). CSC is an education-based non-profit providing professional-level Sex Education. The annual events are used as a public-health-education device to increase awareness of self-pleasure as a strategy for safer and healthier sex and to de-stigmatize self-love.
London hosted Europe's first "masturbate-a-thon" on 5 August 2006. It aimed to remove the "taboo and shame" associated with masturbation. Hundreds raised Money for the charity named "Terrence Higgins Trust and the sexual- and reproductive-health agency Marie Stopes International". The Masturbate-a-thon, also called "Wank-a-Thon," was recorded by ZigZagProductions of London as part of an international documentary of the event. However, plans to broadcast this on Channel 4 as part of its "Wank Week" series were abandoned.
In 2009, Masanobu Sato won the Masturbate-a-thon held by the Center of Sex and Culture in San Francisco after masturbating for nine hours and thirty-three minutes.
In 2012, China's first masturbation contest was held in Shenzhen, China in celebration of World AIDS day. The event's organizers explained that the contest aims to promote masturbation as the safest means of sex and as an effective means for avoiding HIV infection.
Montreal's first Masturbate-a-thon or "Wankfest" was on 4 May 2013 and raised money for the charity Head and Hands, a youth sex education and outreach organization, and Sexploreum, an adult education group dedicated to encouraging playfulness with sexuality. Masturbate-a-thon 3 in 2014 was cancelled due to lack of registrations
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