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Today, the World Health Organization (WHO) and TikTok, a platform for short-form mobile videos, announced a year-long collaboration aimed at providing people with reliable, science-based health information. This reflects WHO’s commitment to leveraging multiple digital communication platforms to increase outreach to people globally, to promote health literacy, healthy behaviours and actions in an increasingly digitized world.
Social media platforms can be important sources of information that influence health-related behaviours and decisions. One in four young adults actively seek news content on social media platforms, including TikTok. We also know that people are increasingly being targeted with misinformation and malinformation on these digital channels. The new collaboration between WHO and TikTok is to help addressing these challenges by promoting evidence-based content and encourage positive health dialogues.
“This collaboration can prove to be an inflection point in how platforms can be more socially-responsible. The intersection of health and technology presents an opportunity to reach people of all ages, where they are, when they want to access,” said Dr Jeremy Farrar, WHO Chief Scientist. “By working with TikTok and others, we are helping people access credible information and engage in scientific discourse that collectively helps shape a healthier future for all.”
Promoting improved health literacy through influencer engagement
With over 1 billion people as part of its global community, TikTok is using its platform and technology to raise health awareness and increase access to trustworthy information. By breaking stigmas, sharing impactful stories, providing resources to support those in need, and building strong communities, TikTok aims to make a positive impact on people’s well-being.
“We know that millions of people come to TikTok every day to share and find community in all areas of their life, including their well-being, and we strive to ensure they can find reliable information on this important topic. That’s why today we are delighted to be collaborating with the World Health Organization’s Fides network of health influencers, to further strengthen this commitment by bringing engaging and authoritative mental well-being content to our community,” says Valiant Richey, Global Head of Trust and Safety Outreach and Partnerships, TikTok.
WHO’s Fides network, launched in 2020, has been mobilizing health content creators to counter misinformation and elevate evidence-based content. With a community of over 800 creators reaching 150 million people across various platforms, Fides can help enhance targeted, credible communication to help people access better health information.
Dr Alain Labrique, WHO’s Director of Digital Health and Innovation, emphasized the importance of this initiative: “Creators who understand their audience’s needs have a unique opportunity to bridge the gap between science and everyday life. This is where WHO can step in to support influencers in delivering evidence-based information, ensuring that health conversations on platforms like TikTok are both impactful and informed.”
The collaboration will expand efforts around a number of relevant health topics, translating science-based information into relatable and digestible video content, with more support for influencers provided through TikTok’s creator training programs.
