Abstract
One of the key goals for health promotion has been ‘to move health high on the political agenda’. This was stated clearly in the Adelaide recommendations of 1988 (WHO, 1988) and has been a key goal of health advocacy ever since. Today health has moved up the political agenda to an extent one could not have envisaged even 10 years ago—for example, it was a defining factor in the US elections 2008 and of the first year of the Obama presidency. Why is this?

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