The ideal South African man, according to a new anti-AIDS campaign, is monogamous, uses condoms, and does not hit women.

"There is a new man in South Africa," announces the tag line in radio, television, billboard, and newspaper ads. Sober, responsible faces depict men in all types of jobs, including a miner and a businessman. Deputy President Kgalema Motlanthe is among the models.

The goal of "Brothers for Life" is to encourage safe-sex practices. It is organized by the South African National AIDS Council with support from the South African and US governments as well as numerous non-governmental organizations.

After the media campaign is launched in a community, "Brothers for Life" brings its message to men in small group settings. They discuss issues such as abuse against women - South Africa reports 130 rapes per day and has one of the highest rates in the world.

A recent workshop in the mining town of Welkom in the Free State province drew 200 participants. More than 30 percent of the pregnant women in the area are HIV-positive.

"If men can make a difference, we can save the whole nation," peer educator Pule Mokoena told his mostly unemployed audience. The response is wary.

"What if I want to have sex with my wife and she doesn't want to, is it OK for her to deny me point-blank?" asks one man.

Changing gender roles, particularly the entry of more South African women into the workforce, are creating tensions in this nation, said Stori Ralepeli, managing director of the Welkom health agency Lesedi-Lechabile.

"Men here grow up believing one day they'll be like gods in their own households. Now there's a new breed of woman and very confused men who don't know what their role is," Ralepeli said.