Over the past six years, the University of Wisconsin Population Health Institute has ranked the health of each county in Wisconsin. While calling attention to the counties with the best and poorest health is often controversial and may at first glance seem somewhat punitive, we have learned that in both rural and urban low-ranking areas, the rankings have raised awareness and inspired action to improve health. A column by David A. Kindig, emeritus professor of population health sciences at the University of Wisconsin-Madison.