A campaign to reduce rape takes a 'significant shift in approach' to raising awareness of sexual offences.
The We Can Stop It initiative will promote recent changes under the Sexual Offences (Scotland) Act 2009 which focuses on a range of offences such as sex when a victim is asleep or unconscious, sex without consent through inebriation and male rape.
The campaign wants young people to consider how they can prevent sexual offences and uses a group of 18 to 27-year-old men as role models.
It will also target websites, clubs and pubs to get the message across.
The campaign is being led by the Association of Chief Police Officers in Scotland (Acpos) after consultation with academics and focus groups who found that previous campaigns on the subject were often victim-focused or targeted men as perpetrators.
Acpos said the new campaign is designed to be positive and proactive, and aims to promote a sense of responsibility in cases of sexual assault by asking men to consider scenarios where sex would constitute rape.
Assistant Chief Constable Graham Sinclair said: "Reducing incidents of rape and sexual assault is a priority for the police in Scotland and education plays a huge part in this.
"It is vitally important that the changes in legislation are promoted and understood, and I am delighted that this campaign is launching today.
"The tone and language of the campaign marks a significant shift in approach to raising awareness of sexual offences legislation and I hope that it will help remind men that they are in complete control of their behaviour.
"There is no doubt, we need to work together to stop rape."
One of the men featured in a video for the campaign is Simon, an agricultural engineer from Edinburgh. He said rape is a difficult subject to talk about, but that it cannot be ignored.
"Rape happens when there hasn't been consent between both parties and it makes me angry and sad because we all know the rules we should live by," he said.
"Personally, I think alcohol must play a big part. If you socialise a lot, you know how things can go, loads of drinks promos and the like, and it's very easy for things to get out of control. But it's no justification. You take responsibility for your own actions."
Sandy Brindley, National Coordinator for Rape Crisis Scotland said: "Rape Crisis Scotland is very supportive of the new campaign.
"The law is clear - sex without consent is rape. The biggest hurdle we face is changing people's attitudes towards rape. We need to make sure the Scottish public understand what rape actually is.
"The We Can Stop It campaign speaks directly to men and offers something very positive: that rape is preventable, and men can play a positive role in making this happen."
