This paper describes the needs assessment phase of a mental health promotion programme for rural communities in Ireland. A cross-sectional study of the mental health beliefs & perceptions of 1014 people was carried out. Levels of awareness, current practices, attitudes & stigma concerning depression & suicide were investigated. Women were found to have more positive attitudes generally, were more likely to use informal social support networks, & were more open about discussing mental health matters. The predominant interpretation of the depression vignette was to view it as a mental health problem with good prospects for recovery given appropriate help. (12 refs.)