Staying Negative aims to emotionally engage, inspire and facilitate imagination in sexual health practices. The campaign profiles the real life stories of gay, bisexual and trans men who have sex with men (MSM). Men talk about all aspects of their life from coming out, relationships, sexuality and a broad range of other topics. While HIV and safe sex is an important part of all stories, it is not the exclusive focus.

Prior HIV prevention campaigns have traditionally focused on providing gay men with information that will encourage them to adopt safe sex behaviours. In reality, safe sex practices are influenced by a whole range of environmental and cultural factors. The campaign also provides an opportunity for HIV positive men to talk about their lives and discuss how their strategies to staying HIV negative were not successful. We understand that there is more than one way practice safe sex and adopt healthcare seeking behaviours, so let's be creative about it!

There are no real criteria for participants other than that they are MSM and happy to have their stories appear as part of the campaign. In addition to the personal stories, the website provides information on HIV/AIDS, sexual health, relationships and broad of the other relevant topics including domestic violence, drugs and alcohol and depression.