In a groundbreaking move, the World Health Organization (WHO) has joined forces with popular social media platform TikTok to launch a year-long partnership aimed at promoting accurate, science-based health information. The collaboration, announced today, marks WHO’s ongoing commitment to utilizing digital platforms to enhance global health literacy and encourage healthy behaviors in an increasingly online world.

The partnership underscores the growing role of social media in shaping health-related behaviors and decisions, particularly among younger audiences. According to recent data, one in four young adults actively seeks news content on social media platforms, including TikTok. However, with the proliferation of misinformation and malinformation, users often struggle to differentiate between credible sources and misleading content. The WHO-TikTok collaboration aims to counter this trend by promoting evidence-based information and fostering positive health conversations.

“This collaboration can prove to be an inflection point in how platforms can be more socially responsible,” stated Dr. Jeremy Farrar, WHO Chief Scientist. “The intersection of health and technology presents an opportunity to reach people of all ages, where they are, when they want to access information. 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.”

Engaging Communities Through Influencer Partnerships

TikTok, with its vast community of over one billion users, is leveraging its platform and technology to elevate health awareness and improve access to reliable information. Through its collaboration with WHO’s Fides network of health influencers, TikTok aims to break stigmas, share impactful stories, and provide essential resources to support 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," said Valiant Richey, Global Head of Trust and Safety Outreach and Partnerships at TikTok. “We strive to ensure they can find reliable information on this important topic. That’s why we are delighted to collaborate with WHO's Fides network of health influencers to bring engaging and authoritative mental well-being content to our community.”

The Fides network, established in 2020, is a coalition of health content creators mobilized to counter misinformation and elevate evidence-based content. With a reach of 150 million people through over 800 creators across various platforms, the network plays a pivotal role in disseminating credible health information and addressing the gaps between scientific knowledge and public understanding.

Strengthening the Digital Health Dialogue

The new collaboration will expand efforts around various health topics by translating scientific information into relatable, digestible video content. Through TikTok’s creator training programs, influencers will receive support to create more impactful content that resonates with diverse audiences.

“Creators who understand their audience's needs have a unique opportunity to bridge the gap between science and everyday life,” said Dr. Alain Labrique, WHO’s Director of Digital Health and Innovation. “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 partnership between WHO and TikTok is expected to set a new benchmark for how social media platforms can contribute to global health by fostering a space where credible information is accessible and engaging, ultimately empowering individuals to make informed health decisions.

By utilizing the power of digital engagement, this initiative could serve as a model for future collaborations between health organizations and technology companies, striving to create a healthier, more informed global community.