Background: Thailand has experienced rapid growth and economic transformation resulting in changes in lifestyles and social norms some of which challenge the population's health. Thai families are prone to preventable chronic non-communicable diseases (NCDs), from lack of exercise, malnutrition, stress, smoking, and alcoholism (Theparuk, 2007). In Thailand, in 2000-2010, hypertension prevalence increased five fold and diabetes by 11% (Tienthaworn, 2013). In 2014, Thais had the second highest rate of obesity in ASEAN, with 40% of women classified obese. Research suggests that many problems are related to deficiencies in government health policies (CSSP, 2004). WHO (2009) identified developing health literacy (HL) as core to improving health and well-being. HL is defined as ‘cognitive and social skills which determine the motivation and ability of individuals to gain access to, understand and use information in ways which promote and maintain good health’ (WHO 1998). Social norms influence how health literacy is operationalized. The family is central to developing HL (ASEAN 2009). Research on Thais in 2013 (N= 4401) found that 72% of the sample had low HL, with 54% displaying unhealthy behavior (Intarakamhang, 2013), hence the need for improved HL. This study broadens the definition of health, to include well-being as this is core to quality of life and also measures the character strengths (CSs) that individuals bring to their daily lives as these are resources that can be developed to improve well-being. In Positive Psychology (PP) well-being is, "…a positive state of being with others in society, where needs are met, where one can act effectively and meaningfully to pursue one's goals, and where one is able to experience happiness and feel satisfied with one's life" (McGregor 2007). Previous research reported that family and PP factors like CSs directly influence well-being (Intarakamhang, 2015; Macaskill, 2014). This will be explored to inform later interventions. This mixed methods study aims to understand the influence of changing social norms on HL and healthy behaviors in families in Thailand at risk of NCDs. From this a culturally relevant health model integrating Western models and Thai practice as analyzed from a qualitative study will be identified. A survey will be developed to test the model's applicability and measure HL, behaviors and wellbeing in the general population and to compare causal relationships of culturally social and positive psychology factors affecting good wellbeing of family between heterogeneous married couples in semi-urban and rural areas. Based on the results, an intervention program to enhance HL and HB by educating parents will be produced and evaluated.