Friends can be good medicine: an excursion into mental health promotion.

This paper describes Friends Can Be Good Medicine, a multi-media, mental health promotion campaign conducted in 1982 throughout California. The creative design, pilot-test, implementation and results are reviewed. Conceptually, Friends was derived from evidence linking supportive personal relationships with increased physical and mental health. Three major campaign elements were: broadcast media, an array of educational materials, and community activities. Evaluation findings revealed that Friends was most effective when campaign elements reinforced one another. Resulting changes in knowledge, attitudes, and intentions among those reached by Friends were maintained after one year. It is contended that, for better or worse, mass media is part of the health care system.