Abstract
This paper draws on the example of Samoa to argue that Western models of health promotion and suicide prevention, especially those which draw on conventional understandings of social capital, are not appropriate for non-Western communities, for they are generally not sensitive to cultural beliefs, values and rituals. As such, the value of homogenously promoting social capital as an adjunct to suicide prevention strategies needs to be questioned. Suicide prevention and resilience strategies must be culturally relevant and developed ‘by the people for the people’, to address the nature of the suicide problem in Samoa.