Abstract
This research aimed to develop and test the effectiveness of a PM2.5 dust risk
communication curriculum using Soft Power principles for public health personnel in border areas,
with a case study in Tak Province, which severely suffers from PM2.5 pollution with an average
level of 31.70 μg/m³ and a recorded maximum of 592 μg/m³, exceeding standards by 5 times.
The research employed a mixed-methods approach divided into 4 phases: 1) studying
knowledge, skills, and needs; 2) developing training curriculum; 3) studying curriculum
implementation results; and 4) synthesizing policy recommendations. The study involved 1,600
public health personnel and community members across 4 levels: national, provincial, district and
subdistrict levels.
Phase 1 Results revealed that public health personnel needed to develop skills in using
digital media and social media (4.04/5) and techniques for communicating scientific information in
an accessible manner (3.82/5). Community members had good basic knowledge (85.00-95.00%) but
low awareness of PM2.5 standards (21.20-30.50%).
Phase 2 Results produced a curriculum using Soft Power principles: storytelling, creative
media, inspiration building, relationship building, and accessible language use. The development
emphasized utilizing respected community leaders, incorporating local language and culture, and
creating media appropriate for community contexts. Data collection was conducted in Mae Ku and
Mae Kasa sub-districts in Mae Sot District, Tak Province, with both areas serving as pilot sites for
curriculum implementation.
Phase 3 Results demonstrated that using Soft Power principles in risk communication
showed impressive effectiveness, increasing public knowledge and understanding from 8.40% to
27.00% (an increase of 18.60%) and enhancing self-protection behaviors from 33.10% to 57.80%
(an increase of 24.70%) within just 1 month after the campaign. The most effective communication
channels were village broadcasting systems/loudspeakers (58.90%), followed by village health
volunteers (24.1%), and posters/vinyl banners (16.10%).
Phase 4 Results the developed training curriculum innovation has been evaluated
positively by experts across various dimensions, particularly concerning its utility and accuracy. The
synthesis of policy recommendations regarding the format and personnel for integrating the Soft
Power framework emphasizes the enhancement of communication skills and community
engagement at the local level. This approach utilizes collaborative mechanisms between local
governance organizations and public health agencies, aligning with the policies and strategies of
the Ministry of Public Health, as well as provincial and district public health entities.
The research concludes that Soft Power principles have high potential for health risk
communication as they can create acceptance, adapt to local contexts, and generate sustainable
change from within. Key recommendations include expanding this curriculum to other areas with
PM2.5 problems, developing support systems for sustainability, and integrating it into the regular
operational systems of the Ministry of Public Health.
