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Quality assurance is a crucial factor in legitimizing decisions about investments in sectors of the health care system such as disease prevention and health promotion. Conditions necessary for effective and efficient health promotion are presented, and ways to improve these conditions are discussed. To show how national campaigns can successfully initiate societal learning processes, the authors describe the case of aids education in Germany. Was it just a special case, or was it an example of how effective disease prevention can be? Can it be a model for other prevention campaigns?