Adult website Pornhub is doing its bit for the humpback, sperm and every other kind of whale, after it launched a campaign to save the marine mammals. The X-rated site has pledged to donate one cent for every 2,000 videos viewed between 8 and 29 February.

The proceeds from the company's first charitable project of 2016 will go to the Moclips Cetological Society, a non-profit organisation. "Launching in commemoration for World Whale Day on 13 February, the company's latest philanthropic endeavor will be a month-long fundraising and awareness movement dedicated to the preservation of big beautiful whales worldwide, including the endangered sperm whale which is especially dear to Pornhub," a news release said.

Pornhub projects it will raise between $20,000 and $30,000 (£13,000 and £20,700) for the ocean-deep dwellers. And whales will be thrashing their tails in delight, with the website already receiving over a billion "spurts" just three days into the campaign.

Pornhub is no stranger to arousing awareness – to noteworthy causes, that is. The company previously launched breast and testicular cancer campaigns. It also committed itself to erections in 2014 after promising to plant a tree for every 100 videos streamed.

Explaining the motive, Pornhub Vice President Corey Price told Buzzfeed: "This initiative allows us to demonstrate our sincerity and integrity when it comes to helping out one of the planet's most sacred populations of creatures – especially with what's been going on in the UK as of late with sperm whales washing ashore mysteriously – these animals need help." Since mid-January, 29 sperm whales have washed up and died on beaches in Britain, France, Germany and the Netherlands.