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I was pleased to read the editorial, Telling stories.1 I certainly agree that we all need to learn how better to tell stories that help clinicians, inspire researchers, and serve as catalysts for action when those stories “grab” the interest of the media. But, it seems to me that there is an important disconnect in the editorial’s messages. The key issue is well stated: “If we are ever to systematise implementation of prevention practices in diverse settings, …
Competing interests: None.