Should we expect the same mental health promotion campaigns to work in all settings? An argumentative review

Mental health (MH) promotion campaigns play a vital role in improving awareness, access, and help-seeking behaviors. However, the concept of MH is not universally defined, and its meaning varies across cultural, historical, and ecological contexts. This paper argues against the universal applicability of a single model of MH promotion. Drawing on sociocultural theory, public health frameworks, and cross-cultural clinical experience, we highlight how cultural beliefs, idioms of distress, socio-ecological determinants, and locally grounded value systems shape perceptions of well-being and illness. Efforts to impose standardized, Western-centric campaigns risk undermining community trust and disregarding Indigenous frameworks of meaning and coping. Instead, MH promotion should be culturally sensitive, responsive to community needs, and developed through participatory, context-specific approaches. In a globalized world, such tailored strategies are essential for promoting sustainable and meaningful MH outcomes.