This paper examines some dilemmas of both professional and community led approaches in health promotion with reference to an alcohol reduction programme implemented in Kirseberg, Sweden. A ‘traditional’ health education programmed designed at changing life-style habits was combined with a community action design. The process by which the public health messages were sent to and received by the residents was explored in a qualitative study.The study focused on the possibly contradictory relationship between the ‘professional’ concept of public health and individuals' personal concepts of health. it is argued that if the ‘top down’ and ‘bottom up’ approaches are combined without detailed consideration being given to the possible connecting links the risk is that the result will be the operation of two parallel strategies which do not interact.The process of making health a collective issue within a community action programme is illustrated with examples from the Kirseberg project and discussed with reference to the chief aim of achieving equity in health provision.