Health promotion interventions to encourage appropriate help-seeking behaviour in young people, particularly in men, may lead to improvements in the mental health of this group of the population.

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Many people delay or never seek professional help for stress and depression. There is limited research on this topic using qualitative methodologies, but even less exploring the attitudes of the general population.This study explores the attitudes and preferences of the general population about when and where help is sought for stress and depression through the Somerset Health Panels. These comprised 12 two‐hour panels held across Somerset, England, involving a total of 96 people. This study reveals that a positive and non‐judgemental view of depression and stress exists within the general population. The response and support from friends and family is critical in seeking other sources of help, for which the GP is perceived as a gatekeeper. A preferred hierarchy of professional and nonprofessional sources of help exists, which is not entirely consistent with the arrangement of current services. This research adds to our understanding of how to engage with communities more generally and helps understand a general population perspective on mental health issues ‐ in particular, the way services are currently arranged does not always reflect the hierarchy in which people would prefer to seek help, and that stigma is evident but does not always act as a barrier to eventual help‐seeking.

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