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Literacy as a brand commands the attention of education gatekeepers, and may be more strongly related conceptually to what gatekeepers see as education-centric programs deserving of funding. Adopting a marketing mindset may elevate education for health literacy to a place where key stakeholders are more likely to "purchase" it as a relevant school "product." An alternative is to re-brand and re-frame school health education as education for health literacy. Literacy as a brand commands the attention of education gatekeepers, and may be mor
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