A New Approach to Non-Communicable Diseases
Health campaigns in Kosovo have traditionally focused on telling people what not to do regarding chronic, non-communicable diseases, like diabetes and hypertension. Consistent messages from communities prioritized information on "how to live better" over "what not to do".
In response to this, the Swiss Tropical and Public Health Institute, as implementer of the IHS project, and in cooperation with local actors, developed an innovative nine-video series focusing on non-communicable diseases, starting with diabetes. The campaign "Diabetes and Me: What Would I Do?" marked a significant shift in health communication strategy, moving away from warnings and instead encouraging patients to take better care of their well-being. These videos feature health professionals offering personal insights and relatable advice on managing chronic illnesses. Designed to be concise and shareable across various platforms, the series aims to help foster understanding and support individuals in making informed health choices.
More Than a Campaign: Building Trust and Capacity
This approach represents an evolution from more traditional health campaigns towards communication strategies that are inclusive, culturally relevant, and grounded in behavioral science. The participatory process has also strengthened institutional collaboration and enhanced communication capacities among public health professionals, fostering skills that will impact future initiatives.
Building on this successful approach, the next phase of the series will focus on patients themselves. Individuals living with chronic diseases will share their daily challenges, personal coping strategies, and achievements in disease management. This peer-to-peer series aims to bring forward patient voices, recognizing them as valuable sources of insight and experience, and creating a space for mutual support and shared advice.
Non-communicable diseases (NCDs) are a major public health challenge in Kosovo, underscoring the critical need for effective prevention and management strategies, a core objective of Switzerland's commitment to strengthening public health outcomes in the country.
