To ensure health and wellbeing for all, we must advance approaches that eliminate health disparities and improve any underlying social conditions that cause them. Yet the label for this concept—health equity—has become politicized, misrepresented and, in some contexts, even censored. This has hampered important public health initiatives, particularly in rural contexts where many health inequities persist.

We can’t walk away from the work of addressing uneven and unfair health burdens that weigh on rural communities, communities of color, and other marginalized groups. It’s just too urgent and important.

Instead of staying stuck in contested framing territory, we can find a new framing strategy—a different way of talking about the topic.

Please join the FrameWorks Institute for a guided tour of brand-new insights and resources for reframing the conversation about health equity. These resources were created with and for public health departments in rural areas or other contexts where health equity efforts may be met with skepticism or opposition.