THE World Health Organisation (WHO) and TikTok, the popular platform for short-form mobile videos, have announced a year-long collaboration aimed at delivering reliable, science-based health information to users.

The partnership reflects WHO’s commitment to harnessing diverse digital communication platforms to enhance global outreach, promote health literacy, and encourage healthy behaviours in our increasingly digitised world.

Social media can significantly influence health-related behaviours and decisions. With one in four young adults actively seeking news content on platforms like TikTok, there is a pressing need to combat the rising tide of misinformation. 

The collaboration is designed to address these challenges by promoting evidence-based content and fostering positive health discussions.

“This collaboration could mark a turning point in how digital platforms approach social responsibility,” said Dr Jeremy Farrar, WHO Chief Scientist. “The intersection of health and technology offers a unique opportunity to engage people of all ages, providing credible information when and where they need it.”

With over 1 billion users, TikTok aims to utilise its platform to enhance health awareness and provide access to trustworthy information. By breaking stigmas, sharing impactful stories, and building supportive communities, TikTok seeks to positively influence users' well-being.

"Millions come to TikTok every day to connect and share experiences related to their well-being," said Valiant Richey, Global Head of Trust and Safety Outreach and Partnerships at TikTok. "We are thrilled to partner with WHO’s Fides network of health influencers to bring engaging and authoritative mental well-being content to our community."

Launched in 2020, WHO’s Fides network mobilises health content creators to combat misinformation and elevate evidence-based narratives. With a community of over 800 creators reaching 150 million people across various platforms, Fides aims to enhance targeted, credible communication, helping user’s access vital health information.

Dr Alain Labrique, WHO’s director of digital health and innovation, highlighted the initiative's importance: “Creators who understand their audiences have a unique opportunity to bridge the gap between science and everyday life. WHO can support influencers in delivering evidence-based information, ensuring that health conversations on platforms like TikTok are both impactful and informed.”

The collaboration will focus on a range of pertinent health topics, translating scientific information into relatable and digestible video content. TikTok's creator training programmes will further support influencers in the mission.