Health care systems in Australia are focused primarily on the treatment of presenting illness. Much of this illness is known to be psycho‐social in origin. Primary intervention, by psychologists among others, aimed at attempting to prevent such ill health therefore seems a most appropriate addition to the already existing systems. The concept of primary prevention is explored in this article, with a focus on the development of more competent coping both by people with ongoing difficulties and those who may experience difficult situations. The question of why primary prevention is not being practised more extensively is examined. Possible answers are discussed including the lack of immediate rewards it provides for professionals, its low visibility preventing adequate government funding and the lack of descriptive research results on which to base it. Examples of primary prevention from North America and Australia are discussed. In conclusion, some implications of this approach for the research and practice of Australian psychologists are considere