A new sexual health campaign aims to make safer sex sexier and less shameful, even if it's with many different partners.

A gay-owned and LGBTQ-focused pharmacy in Toronto, medsEXPERT, has released a Pride-pegged PSA called “Know Yourself—Know Your Health.”

The video features a young gay professional with an active and adventurous sex life that includes dating app hookups, threesomes, and impulsive sex with strangers. He also has a prescription for PrEP.

“There is still a lot of stigma out there around the sex gay men have, it’s not always easy to find friendly or knowledgeable doctors and healthcare providers for LGBTQ+ folks,” medsEXPERT owner and pharmacist Micheal Fanous tells IN.

“Through this campaign, medsEXPERT wants to acknowledge the sex that men have and for all of us to be proud of who we are,” Fanous continues. “Gay, bisexual, and queer men should not feel ashamed, guilty, or judged because of the sex they are having.”

"Don’t hate the player… or the game," the PSA declares. "Take pride in your health! Ask real questions. Get expert advice. And never apologize for being who you are."

Check out the provocative ad below.