Promoting care for personal health as a means of public response to today's challenges

Based on the results of the study of the essential characteristics of the used conceptual apparatus, the authors further develop the interpretation of the concept of «health», which should be understood as reasoned judgements about the parameters of physical, mental, and social aspects of the state of a living organism, which largely determine its capabilities and place in the hierarchy among its peers. It is proved that the deterioration of public health is one of the most important challenges of our time, which requires an appropriate public response. The understanding that an individual's state of health is formed under the influence of various subjects (themselves, their parents, the healthcare sector, public administration bodies, and other business entities) and factors is further developed. The significance of health for an individual, their environment and society as a whole is presented. Further development of the understanding of the impact of various subjects and factors on the health of an individual is provided. The authors improve the classification of the principles of personal healthcare (awareness, individuality, motivation, moderation, discipline, responsibility) and reveal the main features of their practical application (without being «tied» to the health status of a particular individual and their personal characteristics) as a means of public response to healthcare challenges. Institutional support for the use of health promotion as a means of public response to the current challenges is substantiated. It is proved that only the coordinated activities of all authorised public administration bodies, municipal bodies, business representatives and NGOs can increase the popularity of the principles of taking care of personal health, which should ultimately have a positive impact on both individual health and the health of the population as a whole. Further research should be devoted to the development of theoretical provisions and practical recommendations aimed at improving public responses to healthcare challenges