TTDA: Innovating communication methods to change stroke first aid behavior in the community by the Wellbeing Health Education Organization.

INFORMATION ABOUT THE MASTER'S PROJECT

1. Student's full name: Bui Thu Trang 2. Gender: Female

3. Date of birth: July 17, 2001

4. Place of birth: Ninh Binh

5. Decision No. 5915/QD-XHNV dated October 28, 2024, of the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi, recognizing the student.

6. Changes in the training process: None

7. Project title:The Wellbeing Health Education Organization is innovating its communication methods to change stroke first aid behavior in the community.

8. Journalism and Media Management (University of Applied Sciences) Code: 8320109

9. Scientific supervisor:

(Please specify your scientific title, academic degree, full name, and workplace.)

Supervisor 1: Dr. Nguyen Thi Thanh Thuy - Phenikaa University

Supervisor 2: Dr. Nguyen Thi Thuy Hang - Faculty of Social Sciences and Humanities, Vietnam National University, Hanoi

10. Summary of project results

The project "Innovating communication methods to change stroke first aid behavior in the community by the Wellbeing Health Education Organization" has achieved significant results in terms of system design, operational organization, and implementation effectiveness.

In terms of system design, the project restructured the communication model towards a behavior-oriented approach, where behavioral goals were established as the central axis, governing content creation, channel selection, and implementation methods.

In terms of operational organization, the communication system is designed according to an integrated multi-channel model with functional roles, combining digital and direct activities, thereby forming a continuous chain of impact according to the behavioral process, replacing the previous fragmented implementation method.

Regarding implementation effectiveness, the evaluation results show a significant improvement according to the KAP (Knowledge - Attitude - Practice) model, especially at the behavioral (Practice) level. Recipients not only improved their awareness but also gained the ability to choose and perform appropriate actions in stroke situations, with 78.8% immediately calling for emergency assistance and 60.6% correctly positioning the patient in a safe first aid setting. This demonstrates that the communication system directly impacted the decision-making process in the real-world context.

11. Practical applications

The project was implemented directly at the Wellbeing Health Education Organization (from November 2025 to March 2026) to improve the effectiveness of stroke first aid communication in the community. During implementation, the project contributed to improving stroke communication effectiveness with a governance-oriented approach, bridging the gap between awareness and action. Specifically, the communication system was redesigned to integrate content, channels, and formats, and was repeated and accumulated over time. This helped shift from an information-providing communication model to a behavior-oriented communication model in practice.

12. Future research directions

Firstly, the research scope should be expanded to include other target groups such as the elderly, unskilled laborers, or residents in rural areas, in order to assess the suitability and effectiveness of the model in different contexts.

Secondly, the model can be replicated at the local level through coordination with organizations such as People's Committees, Women's Unions, Senior Citizens' Associations, schools, and businesses, in order to bring first aid knowledge closer to the community.

Thirdly, the application of digital technology and artificial intelligence in personalizing media content helps increase reach and change behavior.

13. Published works related to the project: None

INFORMATION ON PROJECT

1. Full name: Bui Thu Trang 2. Sex: Female

3. Date of birth: July 17, 2001. 4. Place of birth: Ninh Binh

5. Admission decision number: Decision No. 5915/QD-XHNV dated October 28, 2024, issued by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.

6. Changes in academic process: No changes during the training process.

7. Official project title:Innovating communication methods to improve stroke first aid behavior in the community by Wellbeing Health Education Organization.

8. Major: Media Management 9. Code: 8320109

10. Supervisors:

Supervisor 1: Dr. Nguyen Thi Thanh Thuy – Phenikaa University

Supervisor 2: Dr. Nguyen Thi Thuy Hang – University of Social Sciences and Humanities, Vietnam National University, Hanoi

11. Summary of the findings of the project

The project described“Innovating communication methods to improve stroke first aid behavior in the community by Wellbeing Health Education Organization”has achieved significant outcomes in terms of system design, operational organization, and implementation effectiveness.

Regarding system design, the project restructured the communication model toward a behavior-oriented approach, in which behavioral objectives were established as the central axis, guiding content development, channel selection, and the organization of communication formats.

In terms of operational organization, the communication system was designed as an integrated multi-channel model with clearly defined functional roles, combining digital platforms and direct activities. This approach creates a continuous chain of influence along the behavioral process, replacing the previously fragmented implementation.

Regarding implementation effectiveness, the evaluation results indicate significant improvements across the KAP model (Knowledge - Attitude - Practice), particularly at the behavioral level. Participants not only improved their awareness but also demonstrated the ability to select and perform appropriate actions in stroke-related situations, with 78.8% calling emergency services immediately and 60.6% applying correct safe positioning. These findings suggest that the communication system effectively influences decision-making in real-life contexts.

11. Practical applicability

The project was implemented at the Wellbeing Health Education Organization (from November 2025 to March 2026) with the aim of enhancing the effectiveness of stroke first-aid communication in the community.

During implementation, the project contributed to improving communication effectiveness from a management perspective, particularly by narrowing the gap between awareness and action. Specifically, the communication system was redesigned to integrate content, channels, and formats into a coherent structure, with repeated and cumulative exposure over time. This enables a transition from an information-based communication model to a behavior-oriented communication approach in practice.

12. Future research directions

First, future studies should expand the research scope to include diverse target groups such as the elderly, manual workers, and rural populations, in order to assess the model's applicability and effectiveness in different contexts.

Second, the model can be scaled at the local level through collaboration with organizations such as People's Committees, Women's Unions, Elderly Associations, schools, and enterprises, thereby bringing first-aid knowledge closer to the community.

Third, the integration of digital technologies and artificial intelligence should be explored to personalize communication content, thereby enhancing both reach and behavioral impact.

13. Thesis-related publications: None.