However, the current study adds a distinct dimension
in its highlighting of local community leverage. The
sounding out of agreements by voices of the majority of
the people through the community forums highlighted
normative values. In turn this tended to put some pressure
on those not conforming and related feelings of shame
were frequently mentioned. It is important to note that
recognition and use of strategies that invoke negative
emotions like guilt are not usually explicitly supported in
contemporary health promotion in western countries, yet
nevertheless may be part of the realpolitik of work on the
ground (e.g. working with mothers and fathers who smoke
in their child’s bedroom). In this regard it is also important
to note that Thai society is rather more compliant and
conformist in many aspects of life and that the negative
aspect is in this case tempered with information giving
and an approach that values the person.