Nakhon phanom: The Upper Northeastern Network for Alcohol-Free Living deciphers the "Nong Son Model," transforming alcohol-free funerals into a protective shield for youth in Nakhon Phanom. Amidst the challenges posed by e-cigarettes, alcohol, and risky behaviors threatening youth today, Nong Son Subdistrict, Na Thom District, Nakhon Phanom Province, has become a model area for creating a safe community through the implementation of the "Nong Son Model." This model leverages the collaborative power of the community to systematically manage risk factors, from families and schools to shops and the creation of creative spaces for children and youth.

According to Thai News Agency, Mr. Cholkarn Wongkhemma, coordinator of the Nakhon Phanom Province Alcohol-Free Network, stated that in the past, Nong Son Subdistrict faced the problem of deeply ingrained cultural practices of drinking alcohol at religious ceremonies and funerals, resulting in high expenses for many families and domestic violence. In 2024, Nong Son Subdistrict became a model area for alcohol-free funerals. With changes in district administration, some measures began to be relaxed. In 2019, community development initiatives to combat alcohol were implemented, creating community leaders at the village level to expand the work to include alcohol-free and gambling-free funerals, and establishing "Diamond Heart" clubs. Currently, model villages that continue to strongly promote alcohol-free and gambling-free funerals include Ban Kham Mae Nang (Village No. 2), Ban Sam Yaek (Village No. 4), and Ban Non Sawat (Village No. 11). Simultaneously, a network of community leaders continuously working to comb at alcohol abuse exists in four villages: Ban Kham Mae Nang, Ban Sam Yaek, Ban Thep Nimit, and Ban Non Sawat, playing a vital role in creating new values and protecting communities from risk factors.

Although the campaign initially faced resistance from the traditional belief that "funerals must include alcohol," the community collectively reconsidered the impact and began developing new approaches to caring for people in the area. Through the cooperation of community leaders, teachers, parents, and partner networks, the "Nong Son Model" was initiated. This began by promoting "alcohol-free funerals" coupled with building a monitoring network in the community, shops, and educational institutions to reduce children and youth's access to risk factors. At the same time, the community focused on creating "creative spaces" as an alternative to risky areas, providing opportunities for children and youth to use their free time meaningfully and develop their potential.

Ms. Sutisa Laothong, a member of the community working group against alcohol abuse in Nong Son Subdistrict, stated that the core of their work is viewing children and youth as "opportunities," not "problems." This leads to the development of activities aligned with youth interests, such as the "Kham Mae Nang Suebsan Tamnan Silp" folk music group, a cover dance group, and the "Man Pla Kla Tham" volunteer group. These activities help youth learn life skills, develop discipline, responsibility, and teamwork, while simultaneously educating them on the dangers of alcohol, cigarettes, and e-cigarettes. As a result, many children who were previously at-risk have been able to change their behavior and develop into community leaders.

The community network also collaborates with government agencies and various partners to provide spaces for youth to showcase their talents at important provincial events, such as the Loy Krathong festival and other cultural activities. This gives children and youth the opportunity to demonstrate their potential, generate income, and gain social acceptance. Many have progressed from being at-risk children to becoming leaders and role models in their communities, reflecting the fact that providing the right opportunities can truly change the life paths of young people.

Another important mechanism of the Nong Son Model is the network of "Diamond Heart Shops," which strictly adhere to laws controlling alcoholic beverages and tobacco products. Ms. Supin Kladkleuan, owner of a model community shop, stated that while refusing to sell alcohol on Buddhist holy days and to those under 20 might impact income, the safety and future of children in the community are more valuable than profit. Currently, out of 84 shops in Nong Son subdistrict, 9 have joined the "Diamond Heart Shops" program, implementing measures such as not selling to children and intoxicated individuals, not selling alcohol during the Buddhist Lent, and not selling alcohol on major Buddhist holy days. These shops serve as crucial safeguards in reducing access to alcohol, tobacco, and other risk factors for children and youth.

Ms. Chantrach Saree, a Community Health Manager (Upper Northeastern Thailand), stated that a key lesson from her work is that solving youth problems cannot be achieved solely through prohibition or control, but rather by creating opportunities and an environment conducive to growth. When children are accepted, have spaces to showcase their potential, and receive support, they can choose life paths far removed from risk factors. The "Nong Son Model" is therefore more than just a campaign against alcohol at funerals; it's an example of creating a "safe community ecosystem" where all sectors participate in caring for children and youth-from families and schools to shops and the community-leading to cultural change and building a secure future for the new generation. Ultimately, creating a safe community isn't measured by the increasing number of prohibitions, but by the number of positive opportunities that society collectively creates for children and youth to grow up with quality and hope for the future.