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Health Education Research, Vol. 1, No. 4, 315-323, 1986
© 1986 Oxford University Press

other

Project mental health: a case study of a mass media health promotion program

Debra G. Froberg, Carolyn L. Williams and Nancy V. Mate1

School of Public Health, University of Minnesota, Minneapolis, MN 55455
1WCCO Television, Minneapolis, MN 55403 USA

Mass media can contribute to health education by creating public awareness of an issue, increasing the public's knowledge about an issue, and when combined with personalized approaches, even altering the public's attitudes and behavior. Despite the potential contributions mass media can make to health education, some scientists and health educators are reluctant to work with the media for various reasons, including the fear that health information may not be accurately conveyed. This case study has two purposes: (i) to demonstrate through the description of Project Mental Health an example of collaboration between mental health professionals and media personnel, and (ii) to discuss the issues and conflicts that arise during such collaboration, with suggestions for resolution of these difficulties based on our experience. Real-world constraints in evaluating mass media campaigns, particularly when the evaluator is brought in late, are also discussed in this article.


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