ABSTRACT
This chapter focuses on some of the broader societal implications of the campaign beyond mental health promotion. Act-Belong-Commit is the world's first population-wide mental health promotion campaign, designed to build population mental health and to prevent mental illness. The campaign's stakeholders therefore include individuals and communities targeted by the campaign, organisations who use the campaign to provide targeted support and interventions to their immediate clients, members, communities and staff state government departments such as health education, sport and recreation and Aboriginal affairs, and local municipal governments. The social franchise model differs from the commercial model in that an assurance of moral consensus or enthusiastic embrace of the social cause needs to be present, with similar understandings about how objectives should be attained to enable franchisees to actively contribute and take ownership over the initiative. In 2002 the Health Promotion Foundation of Western Australia (WA) commissioned research to inform the development of a mental health promotion campaign in WA.
