Possible ways to address these barriers to investment in public health include: •Advocating for equal economic assessment of public health interventions (the bar should not be set higher for public health compared with other health interventions; public health interventions should not have to be cost saving but cost-effective) •Refuting the belief that prevention invariably costs more (compression of morbidity) •Highlighting the potential for investment now to provide greater returns later •Personalising the benefits of public health interventions (potential for social marketing) •Addressing non-evidence-based drivers of funding and policy (including the influence of interest groups). Enhancing communication between researchers and policy-makers.