As non-communicable diseases (NCDs) such as stroke, hypertension, and heart disease continue to claim more lives in Bhutan, the Ministry of Health is taking its message to where the public spends much of its time — social media.
In a bid to raise awareness about the early signs, risks, and prevention of NCDs, the ministry has partnered with social media influencers, civil society organizations (CSOs), and media outlets to deliver health information in engaging digital formats. The collaboration aims to spark online conversations around healthy lifestyles and disease prevention.
This initiative comes amid growing concern over the increasing number of young people affected by lifestyle-related diseases. In July, a 25-year-old man was admitted to the national referral hospital in Thimphu after suffering a heart attack — a stark reminder that such illnesses are no longer confined to older generations.
“Now with the digital world, many people in our country are also on TikTok,” said Karchung, Deputy Chief Programme Officer of the Department of Public Health. “To reach information across the country, the Ministry of Health is partnering with social media influencers, CSOs, and media partners to enhance our awareness programmes through digital platforms.”
Among those taking up the cause is Tshering Denkar, a popular travel vlogger known as Denkars Getaway. The campaign, she said, has made her rethink the influence of her content.
“As a traveller, I often post about Bhutanese culture, which sometimes includes drinking Ara (alcohol). I used to post it casually, thinking it was harmless. But now I realise that it could send the wrong message,” Denkar said. “My first lesson is to be more mindful of what I post — and to use my platform to promote awareness about NCDs.”
Another influencer, Pema C, host of the online talk show Let’s Get Real, plans to launch a solo podcast titled The Light Within. The show will focus on health and wellness, including conversations around NCDs.
“Non-communicable diseases are absolutely preventable,” Pema said. “We just have to take one mindful step at a time. Our habits, our food, even our thoughts — everything can either be medicine or poison.”
Health experts say that more than 70 percent of deaths in Bhutan are linked to NCDs, with cardiovascular diseases such as stroke and heart disease leading the list.
Through the partnership with digital creators, the Ministry of Health hopes to inspire citizens — especially the youth — to take charge of their well-being by recognizing early warning signs, eating healthily, exercising, and avoiding harmful habits.
By transforming influencers into advocates for health, Bhutan is betting on the power of social media not just to entertain, but to save lives.
