Growth in knowledge about AIDS among the general population is due primarily to information given through the mass media, chiefly television. The general population, however, continues to hold substantial misconceptions about the transmission of the AIDS virus. Dramatic behavioral change has occurred among homosexual males in response to the AIDS epidemic, and the threat of AIDS is apparently motivating intravenous drug users to enter treatment. AIDS educational programs in schools have been successful in improving adolescent knowledge about AIDS, but the impact on changes in risky behaviors has not been evaluated. Although experience indicates that public health campaigns can achieve knowledge and behavioral change, it is not clear which components account for successful vs. unsuccessful results or which combinations of components are more effective than others. This gap in understanding pertains both to educational interventions for high-risk groups and the general population. The major problem is that public health education programs have rarely been designed to evaluate intervention effectiveness or the impact of various program components. Suggestions are offered for targeting information to specific groups. 12 tables, 4 figures, 224 references.