They are young and gorgeous, dressed scantily, if at all, and with sex on the brain. When not unbuckling belts, rolling in bed, entwining legs and sliding hands towards nether regions, they are talking about sex. And they are everywhere. On billboards and television, in newspapers and magazines, suffusing South Africa with what resembles a racy advertising campaign for Coca-Cola or Levis. In fact this is an HIV/Aids prevention campaign, one of the most audacious and controversial to be attempted in Africa, and the use of branding techniques is intentional. If it works, safe-sex will become as hip and ubiquitous as Coke.