In South Africa, as elsewhere in the world, responses to HIV and AIDS have been accompanied by calls to break the silence' and to openly talk about aspects of intimate life, otherwise considered private. These calls have been followed by the production of new bodies of knowledge about sex, and projections of transparent sexualities. In this context, the concept of counselling has taken on particular significance in terms of re-conceptualising diverse institutional sites as places of education, advice giving and moral inculcation with a view toward behavioural change. In this paper, I trace a series of processes and practices of negotiation whereby in a big church in the city of Cape Town sexuality has been rendered an object of knowledgeability and inquiry. The same processes work as conditions of possibility for the emergence of counselling practices by facilitating the circulation of concepts such as responsible relationships', responsible choices' and so on through the sites of faith-based health activism. Adopted from public health discourse, but inflected by religious idioms, these concepts allowed for the dissemination of new vocabularies of sex in which counselling is construed as a key mechanism.