The way research funding is directed is mainly through the tri-council, and unless it's focused on specific diseases, it's not going to be as easily funded as when it does include chronic diseases. However, keeping people healthy doesn't always get the same amount of funding, or it doesn't get funded as often.
I think it's what Elio says: How do we value, as a society, physical activity and health? I mean staying healthy, not just curing the diseases. It's also promoting how we can keep our population healthier so that they don't need the disease prevention.