The main weakness of health promotion lies in the persistent doubts held by many stakeholders in the health and care sectors regarding its effectiveness. No matter how many publications appear or how much rigorous evidence accumulates, the doubt persists outside the small group of those who practice it. Yet we must not despair too much in the face of this frustrating reality. We live in a world of curators for whom treatment is king: outside of it, there is no salvation. And they have convinced our entire society of this. The perception of prevention, health education, and health promotion isn’t even bad, according to some of our critics; in certain circles close to decision-makers, it’s non-existent! Rather than lamenting, let’s highlight the room for improvement this situation offers us! We could hardly dream of greater potential gains! [article excerpt]