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After a brief description of the major Danish political discussions on the AIDS problem, the basic steps in setting up a major informational activity as the AIDS campaign are described. A number of positive and negative lessons have been learned, which can be used in health education and health promotion in general. The most important are: It is possible to achieve changes in awareness, knowledge and attitudes by adopting the methods of modern marketing to the special needs and demands of health education and health promotion. Behavioural changes can be achieved by supplementary activities with a direct approach and dialogue. However, it is a long and difficult process and continuous and consistent plans including resource allocation for at least two to three years have to be made ‐ and kept to. Close co‐operation between central and local initiatives is necessary and sufficient attention should be given to establishing and securing the organisation, the co‐operative network, the distribution of material etc. Certain groups of health personnel, the press and local personalities are crucial to the effect of the campaign. Special information and motivation of these groups early in the programme is necessary. Finally attention should be paid to the prevention of general problems in health education and health promotion: the short attention span of the public, together with the fact that long lasting results do not occur for years, so that the need to continue the effort seems to disappear ‐ as do the resources.