Strategic Paid Media & Social Campaign Implementation for WHO Western Pacific (Албания - Тендер #67293857)

Background

During outbreaks and emergencies, disseminating information and responding in a timely and relevant manner on social media is crucial to engaging with key audiences, encouraging health-seeking behaviour and tackling the spread of misinformation and disinformation by preventing an information vacuum.

Considering this, the WHO seeks to set up a paid social media mechanism to help disseminate information quickly over social media Region-wide and/or to target countries during outbreaks or emergencies. The Asia-Pacific Region has over 2.5 billion social media users (Digital Marketing for Asia, 2025), although platform use and popularity varies significantly between countries. WHO seeks to engage with users effectively to help improve health outcomes to tackle non-communicable diseases, climate change and emergencies. Additionally, paid social media can be used to inoculate against misinformation and dis-information in select areas, as was seen amid the COVID-19 pandemic, and help audiences more easily identify misinformation and disinformation.

Purpose of the Agreement for Performance of Work

The WHO Western