This publication summarises 'Prevention rather than cure'. Failure to address avoidable ill health will put huge pressures on the future NHS while deepening health inequalities. This discussion paper asks why, until recently, helping people to stay healthy has had so little emphasis, and what mechanisms and incentives are needed to put wider population health at the heart of attitudes, policy and behaviour. It marks the start of the programme 'Putting Health First' which: analyses how the media influence public attitudes and policy; explores the structures, mechanisms and levers needed for change; highlights the need for clear evidence, and argues for stronger leadership at all levels. [SMD]