The story of Hungarian physician Ignaz Semmelweis is a sad example of the way norms can affect health; social, mental and physical.
Dr. Semmelweis was sure that by washing their hands doctors could save lives and improve patient health. This offended doctors at the time; surely they were not dirty! This is before germ theory was a thing which is less further back than you might think (shudder).
Dr. Semmelweis was fired, ridiculed and eventually went mad. Later a certain Dr. Lister lent his name to the idea of anti-septic potions.
Today we tend to think things have always been the way they are but at one point every single thing we know was controversial.