Effectiveness of Soft Power Approach in PM2.5 Risk Communication: A Community-Based Intervention in Thailand's Border Region

Background PM2.5 air pollution poses significant health risks in Thailand's border regions, yet traditional risk communication approaches have shown limited effectiveness in changing community behaviors. This study evaluated a novel "soft power" approach to PM2.5 risk communication in rural border communities. Methods We conducted a mixed-methods intervention study in two sub-districts of Mae Sot District, Tak Province, Thailand. The intervention utilized soft power principles including storytelling, trusted local messengers, culturally adapted media, and community engagement. We measured knowledge, attitudes, and behaviors at three time points: pre-intervention (n = 842), immediate post-intervention (n = 810), and 1-month follow-up (n = 806). Results Comprehensive PM2.5 knowledge increased significantly from 8.4% pre-intervention to 27.0% at 1-month follow-up. Regular protective mask wearing increased from 33.1–57.8% (+ 24.7%), and continuous pollution-reducing behaviors increased from 33.8–58.8% (+ 25.0%). Village announcement systems demonstrated highest effectiveness (58.9% rated most effective), followed by village health volunteers (24.1%). Problem awareness increased from 77.8–92.2%, with positive attitudes toward solutions rising from 65.2–84.7%. Conclusions The soft power approach proved effective for PM2.5 risk communication in border communities, achieving substantial improvements in knowledge, attitudes, and protective behaviors. Success factors included cultural adaptation, trusted local messengers, and multi-channel communication strategies. This model offers a scalable framework for environmental health communication in similar contexts.