I recall that AIDS had a number of names before 'AIDS' was adopted. I also recall how horribly patients were treated by society as a whole. Is there any evidence that a name change improved attitudes? My suspicion is that what improved attitudes was the research that clearly showed it could not be transmitted by casual contact, a message that took many years to get across.
Some early names for AIDS: (from wikipedia)
Kaposi's Sarcoma and Opportunistic Infections
"the 4H disease" (the syndrome seemed to affect
Haitians, homosexuals,
hemophiliacs, and heroin users)
"GRID", which stood for
gay-related immune deficiency