Following a national campaign in Australia which had shown no change in level of knowledge about AIDS (using random samples of the population over 16 years, before and 5 months after the campaign), we assessed the change of attitudes towards, and beliefs about AIDS in the same samples. Results indicated that there were changes in beliefs about how much is known about the transmission of HIV, and that people were less concerned about casual transmission. Those respondents reportedly influenced most by the campaign were those with greater fear of diseases and death. We conclude that media campaigns may have a significant effect on attitudes and beliefs toward AIDS even where there is no effect on level of knowledge, and that the attitudinal changes which may be promoted by such campaigns should also be considered as objectives in campaign design.