IntroductionPublic health is commonly deined as 'the science and art of preventing disease, prolonging life and promoting health through the organised eforts of society' [1]. It centres on promoting and protecting the health of communities, individual citizens and the wider population. Epidemiology with its focus on exploring and identifying the determinants of ill-health and why and how some stay healthy [2], and by extension health inequalities [3] is a core contributory discipline generating evidence on inluences, causes and potential ways to break the causal chain, thus enhancing health.In a European context where a cross-country average of 3% is spent on prevention [4] one must question why a greater proportion of healthcare expenditure is not targeted and invested 'upstream' with a view to addressing the root socio-economic and cultural causes of ill-health and health inequalities, thus, intervening with whom or whatever is 'pushing them into the river'. he diicult of such a funding and policy action is compounded by population ageing and increased survival, accompanied by an increasing burden of chronic illness and associated co-morbidity [4] all to be addressed within tight resource constraints. here remains the urgent imperative to treat and care for those 'downstream', 'pulling them out of the river'.With the publication of Health 2020 [5] and its approval by the 53 countries within the European health region at a session of the WHO Regional Committee for Europe in September 2012, a higher priority for a shit in focus and resurgence of public health arises. his policy framework aims to 'signiicantly improve the health and well-being of populations, reduce health inequalities, strengthen public health and ensure people-centred health systems. ' (ibid, p1). It identiies four priority areas for policy action, throughout emphasising 'developing assets and resilience within communities, empowerment and creating supportive environments. ' (ibid, pvi). Public health is identiied as the third priority area, drawing attention to the importance of investing in health through the life-course, in order to empower and create resilience in supportive environments. As Dr Zsuzsanna Jakab, WHO Regional Director for Europe, argued at the fourth annual conference of the [6] European Public Health Alliance (2013), 'today's health emphasis is on non-communicable diseases and mental health problems. Also important is health-related behaviour, including tobacco and alcohol use, diet and physical activity: behaviour, which is itself socially determined and oten relects the stresses and disadvantages in people's lives.' he challenge of converting this political/policy level rhetoric into implementation and practical action remains to be realised.Public health and Health 2020 (WHO 2013) draw explicit attention both to the social determinants of ill-health and the role of individuals and communities in enabling health. Associated notions include health promotion, empowerment and health literacy, all potentially aimed and taken f...