Abstract
Just over a year ago Aotearoa New Zealand (NZ) launched its first ever Rural Health Strategy with a vision that all people living in rural communities should live long and healthy lives, supported by a health system that meets the varied needs of these communities and draws on the strengths and knowledge of rural communities to achieve pae ora – healthy futures for all. A major challenge, though, for the strategy's implementation will be to ensure that it is driven by rural communities for rural communities, and not be led by urban voices. The elephant in the room is 'geographical narcissism,' where rural experience is both devalued and 'othered' by the urban world. Putting it in plain English: urban always knows best, and those living and working rurally feel they need to defer to their betters.