We must also continue to put into practice a well-studied and well-documented tenet of health promotion—that programs must reflect the needs and preferences of the groups for whom they are intended. This means being vigilant in ensuring that our programs are not inadvertently stigmatizing to the groups for whom they are intended. Fortunately, in the United States we are mostly beyond the overt instances of blatant stigmatization seen in the earliest days of the HIV/AIDS epidemic. But what about the more subtle or subliminal manifestations?