Thank you Michael for sharing these insights (and @sharad for posting the clip). From my experience, key preventative strategies such as health promotion, communication, health literacy, social marketing...etc lack the recognition and funding they deserve despite making a big contribution to health outcomes. Somehow, the authorities are reluctant to fund wellness programs although they make the most economic sense by preventing hospitalization down the road. If terminology is a barrier, then we have to think strategically of creative ways to integrate these important initiatives into the relevant mainstream activities.

The only caveat I see with this approach is that if health promotion becomes invisible, it becomes harder to evaluate, recognize and justify as a key input into health outcomes. A rose by any other name smells just as sweet but whatever term is used for this concept, it's role needs to be recognized in the context of influencing determinants of health. Practitioners in this field need support to continue growing, raising awareness of its value and sharing best practices and lessons learned.