Special Issue - Science communication: Making research accessible - Empowerment of health through communication: Active living and mental well-being - December 2025
Kimete Canaj is a Professor of Linguistics, Psycholinguistics, and Digital Education, currently active in teaching and research on multilingualism, language policy, and digital learning. A former Vice Rector of the “Fehmi Agani” University in Gjakova and national coordinator for Higher Education Reform Experts (HERE), she has shaped higher education policy in Kosovo. Educated in Prishtina, Heidelberg, Graz, and Vienna, she has held academic posts in Kosovo, Austria, and Germany. Kimete is the author of numerous publications, and she serves on international editorial boards and research networks, contributing to European projects on language, education, and social inclusion.
Empowerment of Health through Communication: Active Living and Mental Wellbeing is a project that grew from a simple idea: to help people in living better, healthier lives. We saw that many in our communities needed more support for the well-being of both their minds and bodies. Our goal became reaching out with understanding, encouraging people to get moving, and creating open, honest spaces to talk about health. By listening, sharing, and coming together, we hoped everyone could start to feel better and happier.
Towards well-being
We carried out the project in three Balkan countries: Kosovo, Albania, and North Macedonia, over the course of a year between 2024 and 2025. More than 1,200 people, aged 15–65, from a mix of urban and rural communities, took part. These countries share similar cultures and health challenges: low activity, mental health- related stigma, and struggles to find trustworthy health information. By connecting people across borders, we aimed to celebrate our diversity and learn from each other.
The project employed a multi-pronged approach combining health education, digital outreach, community workshops, and peer-led initiatives. Its core objectives were to:
• Increase awareness about the benefits of active living and mental well-being.
• Reduce stigma surrounding mental health.
• Improve self-efficacy in adopting healthy behaviours.
• Evaluate the impact of communication strategies on behavioural change.
Baseline surveys conducted across the participating countries revealed that only 38% of individuals engaged in regular physical activity, and 62% reported experiencing moderate to high levels of stress or anxiety. Additionally, 47% lacked access to reliable mental health resources. These findings underscored the urgency of the intervention and informed the design of the communication strategy, which was built around three pillars: clarity, inclusivity, and engagement.
Through science communication to a better life
Educational materials were developed in multiple languages and formats, including infographics, short videos, and interactive webinars. Social media platforms played a pivotal role in dissemination, reaching over 25,000 users across the region with an average engagement rate of 18%. Community ambassadors were trained in each country to facilitate in-person sessions, creating safe spaces for dialogue, peer support, and shared learning.
Post-intervention evaluations demonstrated significant improvements. Physical activity levels rose to 71%. Mental well-being indicators improved: 58% of participants reported reduced stress, and 42% noted better sleep quality. Additionally, 76% of respondents expressed increased confidence in discussing mental health issues with peers or professionals. Qualitative feedback emphasised the value of storytelling and peer-led discussions in breaking down stigma and fostering empathy. One participant from North Macedonia shared, “Hearing others talk about their struggles made me feel less alone. It gave me the courage to seek help.”
Lasting impact via community
The project also fostered collaboration with local health providers, schools, and NGOs, resulting in the establishment of three permanent wellness hubs, one in each participating country, offering free counselling, fitness classes, and educational resources. These hubs have continued to operate beyond the project timeline, demonstrating sustainability, community ownership, and long-term impact.
Challenges encountered during implementation included cultural resistance to discussions about mental health, limited digital literacy among older participants, and logistical constraints in rural outreach. These were mitigated through adaptive strategies, including printed materials, radio broadcasts, and mobile outreach units, ensuring inclusivity and accessibility.
Communication as a catalyst for change
In conclusion, the project demonstrated that strategic and empathetic communication can significantly influence health behaviours and attitudes. By integrating active living and mental well-being into a unified framework and implementing the project across the Balkan region, the initiative not only improved individual outcomes but also strengthened regional cooperation and community resilience.
The success of this initiative underscores the importance of participatory approaches, culturally sensitive messaging, and sustained engagement in health promotion efforts.
Future directions include scaling the model to additional regions, integrating digital health tools for personalised support, and conducting longitudinal studies to assess long-term impact. The project serves as a replicable blueprint for health empowerment through communication, where words, stories, and shared experiences become catalysts for change.
Kimete Canaj
University of Gjakova