Billboards are popping up all over L.A. this week urging Angelenos to have safe sex and raising awareness for pre-exposure prophylaxis (PrEP) to help prevent HIV.

The Los Angeles LGBT Center launched the "F*ck Without Fear" campaign to battle misconceptions about the safety, effectiveness and price of the drug, which has been proven to reduce the risk of HIV infection by up to 99 percent.

While PrEP is now covered by most insurance plans, the Center wants people to know that it can help make the pill affordable for those without insurance through its patient assistance programs.

In addition to free PrEP consultations and transportation assistance for those who live far from the Center's offices, the campaign website, PrEPHere.org, is offering an online risk assessment tool to help gay and bisexual men calculate their “PrEP score” to determine if the drug is right for them.

The Center is hoping to get people's attention with the bold language in an effort to spur conversation and get people to learn all that they can about the drug.

“We’ve got the tools to not only end the fear of HIV, but to end it as an epidemic. Those at risk have to know about the tools, though, and they need honest information about them,” Center Chief of Staff Darrel Cummings said in a statement. “Our campaign provides the truth about PrEP, the information and support to help people get a prescription and a reminder that condoms are necessary to prevent other sexually transmitted diseases.”

For more information about the campaign, or to book a free PrEP consultation online, visit www.PrEPHere.org.