AIDS awareness study

The Center for Disease Control was given the responsibility for developing and disseminating information about AIDS. To that end, the Center retained Ogilvy & Mather Advertising to prepare an extensive public service campaign on the subject. In order to develop the most effective communication, research was needed to establish the level of public awareness and to explore attitudes toward this disease. The study presented here deals with the attitudes of women. It was conducted by Blanka Eckstein of B. Eckstein Qualitative Research and by Paul Murdoch, Research Director of Ogilvy & Mather Atlanta. Findings from other population groups (i.e., teenage boys, gay men, parents of teens) were reported by other researchers. Address correspondence to Blanka Eckstein Social Science Applications, 251 Lexington Avenue, New York, NY 10016.