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. U ovom radu su razmatrane aktuelne medijske kampanje, koje se realizuju u okviru nacionalnih kampanja i akcija za prevenciju mentalnih bolesti i promociju mentalnog zdravlja, u kontekstu odnosa strucne javnosti, ali i celokupnog drustva, prema mentalnom zdravlju. Promocija mentalnog zdravlja se odredjuje kao niz aktivnosti kojima se pojedinci, zajednica i drustvo osposobljavaju da preuzmu kontrolu nad determinantama mentalnog zdravlja i unaprede ga, ali i kao akcija kojom se unapredjuje pozicija mentalnog zdravlja na skali vrednosti pojedinca i drustva. U radu su prikazane karakteristike i pristup zastiti mentalnog zdravlja gradjana Srbije, polazeci od visoke incidence i prevalence mentalnih poremecaja, kao i aktuelnih izazova mentalnom zdravlju, sa kojima se suocavaju pojedinci, ali i savremeno drustvo. Navedeni su rezultati Istrazivanja: ?Radio i televizija i prevencija bolesti zavisnosti?, koje je realizovala Radio-televizije Srbije u cilju utvrdjivanja informativno-obrazovne uloge elektronskih medija u oblasti zdravlja. Projekat ?Mentalni kapital i blagostanje? i televizijska kampanja za promociju mentalnog zdravlja, realizovani u Engles