Knowing the signs and symptoms of non-communicable diseases (NCDs) such as stroke and hypertension is crucial for early prevention and treatment. To ensure this message reaches Bhutan’s digital population, the health ministry is collaborating with social media influencers to raise awareness about the diseases. NCDs are among the leading causes of death in the country.
In July this year, a 25-year-old man visited the emergency ward at the national referral hospital with sudden chest pain. It was later diagnosed as a heart attack.
This is an indication that, irrespective of age, everyone is vulnerable to heart attacks.
The health ministry’s initiative is not driven by isolated cases but by a growing need to make people aware. By engaging social media influencers, it hopes to spark conversations on NCDs, how to recognise the early signs, understand the risks, and embrace healthier habits to prevent them.
Karchung, the Deputy Chief Programme Officer of the Department of Public Health said, “Now with the digital world, many people in our country are also on TikTok. Well, in order to reach information across the country, the Ministry of Health, is partnering with social media influencers, CSOs and the media partners in order to enhance our awareness programme through digital platform.”
Travel vlogger Tshering Denkar, popularly known by her social media handle Denkars Getaway, said the initiative has made her more mindful of the content she shares on social media.
“For example, as a content creator, I’m a traveller, so I travel to every nook and corner of the country, and one of the main culture is serving Ara or alcohol, and I shamelessly, without any hesitation, I just post it, and I think now, when I think about it, it’s not really good image, I am actually letting people follow this and make it look cool. Now, I think it’s bad and quite unhealthy, so my first thing, my first lesson from today is to be careful and conscious on what I post, on my social media platform, and then the secondary and the primary responsibility would be to advocate more about NCDs in the country.”
The face behind “Let’s Get Real”, an online talk show said she also plans to launch a solo podcast to discuss health-related topics, including NCDs.
Pema C said, “Actually, I’m planning to come up with a solo podcast called The Light Within. Very soon I will be starting it and I really would want to highlight what I have learned today. Basically, the message would be non-communicable diseases are absolutely preventable. We just have to take one mindful step at a time. Also, our daily habits, the food we consume, the thoughts we have, everything is either poison or medicine.”
In Bhutan, NCDs are estimated to account for over 70 per cent of all deaths with cardiovascular diseases such as stroke topping the list.
Samten Dolkar
Edited by Kipchu
