ABSTRACT
This chapter address the following issues in supporting a market orientated approach to "Selling Mental Health Promotion". First issue, the empowering of programme participants. Second issue, the validity of continuing to utilize a product orientated approach in the design and implementation of mental health promotion/prevention strategies. Third issue, the need for health promoters to recognize that they are working within a changing environment and as such must confront a number of variables that are present within an emerging market economy. Fourth issue, the ability to identify and recognize the needs and wants of the different stakeholders involved in the programme. And final issue, the development of a balanced set of objectives with a balanced set of stakeholders. The chapter discusses a model that can be utilized to assist and encourage the different stakeholders to work creatively together in a collaborative approach and thereby help increase the effectiveness of the mental health promotion programme.
