Health promotion is effective if it is based on the active offer of preventive measures to the target population. The active offer must be sustained by non standardised communication procedures, with the aim of producing empowerment of involved people. People, who are socially deprived and therefore at high risk, are hard to reach. They need special attention and resources. Prevention services and, in particular, those devoted to women, children and adolescents must be sufficiently diffused among the population. They must change from being dependent on demand to being based on active offer of preventive measures.