Television and the promotion of mental health

Current media campaigns, realized within national campaigns and actions on mental health prevention and promotion, are considered in this paper, in the context of expert public relation, as well as the whole society, towards mental health. Mental health promotion is determined as a range of activities by which individuals, community and society are being enabled to take control over mental health determinants and to improve it, but also as an action for improvement of mental health position on individual and social value scale. Characteristics and approach to mental health protection of citizens in Serbia are introduced in the paper, with reference to high incidence and prevalence of mental health disorders, as well as actual challenges to mental health of individuals, but also to modern society. Outcomes of the Survey: „Radio and television and prevention of addictive diseases“, realized by the Radio-television of Serbia for the purpose of establishing informative-educational role of electronic media in the field of health, are also considered. Project „Mental Capital and Wellbeing“ and TV campaign for mental health promotion, realized in England, are quoted as an illustration of necessary strategic and multidisciplinary approach to mental health promotion, in which media represent an important complementary strategy