The Alternatives Project, a 60-week, mass media, mental health education project, had as its goals community education and increased public awareness of mental health facilities in the community. Sponsored by the River Region Mental Health/Mental Retardation Board in Louisville, Kentucky, the program made use of creatively produced, coordinated media coverage of community needs and social services. An interdisciplinary team, composed of mental health specialists, professional communicators from an advertising agency, and evaluation specialists, developed the concept. This volume details the following aspects of the project: background, development, budgeting, the role of the mass media and of the advertising agency, and evaluation design. In addition, the use of supportive public information, newspaper ads, radio and television spot scripts, and billboards and posters is described. Finally, a discussion of the project's impact on the River Region organization, a media evaluation of the project, and a summary of general results are provided. (KS)