But as I surfed, I began to unravel the site's meaning and purpose. It became apparent that it offers neither nude pictures nor pornographic literature. What it does, is a contemporary and relevant approach to dealing with and countering porn on the Internet. Its mission is "to bring awareness, openness, accountability, and recovery to the church, society, and individuals in the issues of pornography and to provide solutions through non-judgmental and creative means."

Non-judgmental because the site's creators realise that pornography isn't something that only affects certain sections of society: no one is above temptation. As the site puts it, "Xxxchurch.com is not here to bash pornographers or the adult entertainment industry, but to build bridges to this industry because we believe they are part of the solution. We are not here to judge those who are struggling with this problem, but to help people navigate through an ever changing society and to help the church deal with these issues."

It is of the opinion that the church needs to recognise porn as a problem, and "be bold enough to take on the dirty little secret." So, the site is intended as a resource for church leaders and youth workers.

Yet, one can't but wonder at the name xxxchurch - there couldn't be a more striking mix of the sacred and the profane. The reason is tactical: People who use search engines to find porn sites, type in keywords like 'xxx'. Now, as this site incorporates the keyword in its address and title, it is liable to be among the search results, thus enabling the site to be found by its target audience. "We believe that if the pornographers are using the net to promote their product, then we need to use it to promote our message," the site says.

For those who feel guilty and ashamed about their addiction to pornography, the organisation wants "to let you know that you are loved by God. You are not alone. You do not have to carry this burden any longer. The entire reason for having this Web site is to give people hope and to let them know that there is help for these issues."

Its philosophy revolves around the theory that ignoring a problem won't make it go away. Therefore, it provides information on pornography. Its target audience comprises teenagers because they are most vulnerable to online pornography: "We want them to have access to truthful information presented in an understandable and relevant way."

What is appealing about its approach is the absolute lack of an authoritarian stance. When talking of unsavoury habits, it uses the pronouns 'we' and 'us' instead of the rather accusatory 'you'. The language is casual and friendly, replete with contemporary slang: "This is not what God had planned for us. He wants us to look at our spouses … not the hoochie mama on the cover of Playboy magazine." The producers of the site realise that attraction to the opposite sex is natural: "If you notice a cute girl, congratulations… you are alive!!" However, as they observe, "the problem sets in when we long for more."

The site was the brainchild of Mike Foster, who noticed the proliferation of church recovery groups for alcoholics and drug addicts, and "began to wonder if there was an issue that people are struggling with and needing real help for that the church wasn't dealing with." He realised that pornography "is destroying our families, our marriages, our children's innocence, and our careers."

Mike felt it was time people stopped accusing each other and focused on tackling the problem: "We can point our fingers and gossip about those who have been caught downloading images. We can condemn and pretend that it is a problem that only a few perverted men deal with. However, I challenge you to step out of your box for a moment and look at the truth."

There are special sections for men, women, teens, singles, parents, and clergymen, and informative articles on how pornography can affect business. A section called Temptation Island talks about the media's influence, and another page gives tips on dealing with porn spam and tracking down the administrators. You can also find articles on Biblical references on the role of sexuality.

Besides, the site encourages users to register and have 'accountability partners' - a couple of close friends, relatives or priests whom you can confide in, and who will help you overcome an addiction to pornography. It plans to release free software that will email a monthly list of questionable sites you visit to you and your accountability partners.

There are also startling facts. Did you know, for instance, that 30 million people log on to pornographic Web sites daily? You can download video clips of messages, and take a personal inventory on the toll pornography has taken on you.

Craig Gross, who runs the site along with Mike, maintains that people are quick to identify a problem, but often do nothing about it. A young man himself, he has "the same temptations as most guys. I do not expect to put an end to pornography or to criticise porn peddlers. With God's help, I want to raise awareness of the problem, help people be open about it, start accountability amongst people, and see recovery in the lives of many."