Re-framing Health Communication About Non-Communicable Diseases in Kosovo
Health campaigns in Kosovo have for years focused on raising awareness about chronic diseases like diabetes and hypertension. The messages have been clear: avoid sugar, reduce salt, stop smoking, and maintain an active lifestyle. But in conversations with patients and communities, a recurring sentiment emerged:
“We can find information what not to do. What we don’t hear often is how to live better.”
This feedback, voiced consistently in community forums and civil society consultations, sparked a rethinking of how health communication can be done. In response, the Integrated Health Services (IHS) in Kosovo in collaboration with the local institutional launched a bold initiative: a video series grounded not in warnings, but encouraging patients to take it on better and to take better care of their well-being.
Titled “Diabetes and Me: What Would I Do?”, the 9-video series was developed with the National Institute of Public Health of Kosovo (NIPH) and endorsed by the Ministry of Health of Kosovo. Rather than offering distant expert advice, it invites health professionals to speak from personal perspective, imagining how they themselves would manage life with a chronic disease.
Changing the Conversation
Each of the nine short videos is centred around a simple question: If you had diabetes, what would you do? What new habits would you take on? Would you share with family and friends your condition? What would you seek from the medical team?
The responses, delivered in conversational style and normal working settings, reflect both medical expertise and lived compassion. Doctors, nurses, public health educators, and communication specialist speak openly about common challenges, and realistic steps that can support better health.
“We asked ourselves what kind of messages actually move people,” says Fekrije Hasani, Senior Health Expert, IHS Project. “And the answer was clear: people respond to honesty, shared experience, and small, doable changes, not just clinical advice.”
The format is direct and emotionally intelligent. The clips are under one minute long, designed to fit into the rhythms of everyday life, whether circulated via social media, shown in hospital waiting rooms, shared via phone messaging apps, or displayed at community events.
Why This Matters
Non-communicable diseases like diabetes and hypertension are among the most pressing public health challenges in Kosovo. Traditionally, health messaging has leaned heavily on clinical advice and warnings, often delivered through top-down campaigns.
The disconnect between information delivery, message absorption and meaningful action became the motivation for this new way of delivering medically accurate information but grounded in empathy and crafted for everyone.
From Concept to Camera
The idea for the video series “Diabetes and Me: What Would I Do?” took shape after several roundtable discussions with patients, health workers, and communication experts. Such discussions led to brainstorming how to explain prevention and management of NCDs as if talking to a friend.
The videos feature trusted professionals speaking plainly, drawing on both their expertise and their humanity. Even the filming locations were chosen to reflect snapshots from the professionals’ working hours.
The individuals featured in “Diabetes and Me: What Would I Do” series are not actors. They are real health professionals working in Kosovo’s public system. Their authenticity is key.
Endocrinologists speak plainly about dietary adjustments, managing insulin, and how consistency of care is crucial. Clinical Instructors reflect on the emotional toll of chronic illness and the importance of sustained support. Communication specialists give encouraging information about the quality of care at Kosovo’s public hospitals.
Dr. Blerina Sylka Avdija, endocrinologist with the regional hospital of Gjakova, says that the one rule she would never break is to eat healthily every day and never skip meals. She continues to describe the healthy diet, tips to avoid sudden drops or spikes in blood sugar levels, ending with the powerful message that she would choose to take care of her health every day.
The videos meet people where they are, recognizing the role that culture, family dynamics, lifestyles, and food choices play in shaping behaviour.
“This is not about instructing people what to do,” says Dr. Ardita Baraku, Director of the NIPH. “It’s about showing that better health is possible, through small changes. When health professionals provide medical advice, speaking with empathy, we empower individuals to act and make choices, not out of fear, but from a place of understanding, hope, and confidence.”
More Than a Campaign
Developed in alignment with the Ministry of Health’s strategy on NCDs, the campaign shows health communication can be inclusive, culturally relevant, and grounded in behavioural science.
The project has also strengthened institutional collaboration and enhanced communication capacities. Public health professionals were trained and worked together to craft messages that resonate and not just inform. These skills will extend far beyond the life of the campaign, shaping future initiatives with deeper understanding and greater impact. This is about building a healthier conversation, where everyone feels part of the solution. True public health is not built on directives but on trust. And trust grows when institutions listen closely and speak clearly.
“Effective public health is grounded in honest conversations. When institutions actively listen to communities, and professionals share their knowledge with compassion and understanding, we build a system where people feel heard, respected, and supported.”
Continuing the Conversation
Building on this approach, the next chapter in the series will focus on patients themselves. Individuals living with chronic diseases will be invited to share their everyday challenges, personal coping strategies, and meaningful achievements in disease management. As a peer-to-peer series, it will be designed to bring forward patient voices, recognizing them not only as recipients of care but also as valuable sources of insight and experience. This next step is intended to create space for patients to connect, share relatable advice, and support one another through their shared journeys.