A school health promotion project was carried out in an elementary school in Sweden where active participation, gender equality, and empowerment were leading principles. The objective of the study was to understand challenges and to identify social processes of importance for such a project. Focus group interviews were conducted with 6 single-sex groups (7-12 year olds) in grade 1-2, grade 3-4, and grade 5-6 on 2 occasions. The analysis used a grounded theory approach. The analysis identified the core category "normalization processes of violence and harassment." It is argued that school health promotion initiatives need to be aware of normalization processes of violence and, which may be counter-productive to the increase of empowerment and participation among all pupils. (Contains 1 figure.)