World Health Organization
(Primary Health Care & Universal Health Coverage Partnership)
1. Area of expertise:
Social media consultancy for Primary health care and Universal Health Coverage Partnership (WHO)
2. Purpose of the consultancy:
To support advocacy on WHO’s UHC partnership work including sustained social media content around primary health care.
3. Background
The Department of Communications (DCO) is looking to hire a social media consultant who will work on corporate social media needs aimed at raising awareness on the topic of primary health care (PHC) and the Universal Health Coverage Partnership (UHC Partnership). This is part of the overall communication and visibility component of the UHC Partnership. This consultant will provide technical support to meet this objective and contribute to WHO’s use of social media tools to increase the visibility of the UHC Partnership and knowledge on PHC, as the most effective way to achieve UHC, and curate effective and robust social media campaigns.
Further information:
1. UHC Partnership:
The UHC Partnership—WHO’s largest platform for international cooperation on UHC and PHC—is part of the WHO Special Programme on PHC (SP-PHC). It is funded by 9 core donors of WHO with the objective of bringing WHO’s technical expertise on UHC and PHC to over 125 countries and areas. These Terms of Reference are part of the UHC Partnership communication and visibility component.
2. PHC
In 1978, the Declaration of Alma-Ata established the principle of PHC, calling for health as a fundamental human right, urging governments everywhere to enshrine health as the foundation for individual and economic growth and prosperity. In the decades since, some progress has been made, but this progress has been uneven, and wide inequalities in health outcomes within and between countries remain. The 2018 Conference on Primary Health Care held in Astana, Kazakhstan, brought together governments, civil society, academia, and other stakeholders to reaffirm a commitment to primary health care, defining it as the foremost means of achieving universal health coverage (UHC) and the Sustainable Development Goals (SDGs).
The Astana Conference in 2018 created a global wave of support for PHC, with commitments by Member States. Since then, a great deal of work has been done to maintain open communication and provide governments, civil society, and other stakeholders with the tools necessary to support the health sector in implementing a PHC approach. This includes, among others, WHO’s Operational Framework for Primary Health Care, which was launched in December 2020 and the Primary health care measurement framework and indicators released in February 2022.
The COVID-19 pandemic has only served to highlight the need to focus on the fundamental aspects of building strong health systems to accelerate progress on UHC through PHC. PHC is an approach which has three core components:
(a) primary care and essential public health functions as the core of integrated health services;
(b) multisectoral policy and action;
(c) empowered people and communities.
The establishment of the SP-PHC by WHO in 2020 is a clear signal that PHC is an integral part of WHO’s work across all three strategic priorities (the “triple billion targets”). The SP-PHC brings together existing efforts to support countries through an integrated approach to health system development. The SP-PHC plays a central connecting role within WHO to strengthen coordination of PHC interventions between the three-levels of the Organization. It also has a central role in promoting PHC renewal through advocacy and partnership with stakeholders at global, regional, and country levels.
The overarching communication objective is to raise awareness on the UHC Partnership, in particular why strong PHC matters to achieve “Health for All” and ensure that Member States, donors, partner organizations, WHO technical programmes at the global, regional, and country level and the public demonstrate a better understanding of primary health care as the best approach to achieve universal health coverage and health security.
4. Deliverables
The consultant will work with the social media team and with DCO colleagues:
The following deliverables will be required across the contract of six months (Exact start date to be determined; tentatively- October 2024-March 2025) (5 days per week)
Output 1: Build a social media plan in consultation with teams to raise awareness and engagement on the topic of PHC with a dual purpose of highlighting the importance of solidarity by acknowledging donor support via the UHC Partnership.
Deliverable 1.1: Based on the overall PHC communications strategy provided by DCO, which was developed through a participatory process, create a social media plan regarding PHC advocacy and the visibility of the UHC Partnership. This plan should be forward-looking, and aim at raising awareness, spotlighting UHC Partnership success stories, and building advocacy on the topic. Based on the strategy, create an evergreen bank of assets such as statistic tiles, GIFs, short videos throughout the contract term ending March 2025.
Deliverable 1.2: Spotlight influencer marketing opportunities to talk about UHC and PHC – identify solid influencers who can be activated at various key moments, international days, and other high[1]level advocacy platforms and activate at least 3 to communicate about PHC by end of contract term, March 2025.
Deliverable 1.3: Create compelling country specific stories, and based on agreed parameters, amplify the content from regional and country office accounts– by end of contract term March 2025.
Deliverable 1.4: Check on analytics and content performance relating to UHC and PHC and with the social media team put together an analytics report to inform what worked and what didn’t. Report should be completed, by end of contract term, March 2025.
Output 2: Work with teams across DCO to plug in the UHC Partnership and PHC messages and work with audio-visual team to think through story ideas capturing PHC.
Deliverable 2.1: Work with colleagues across DCO to look for opportunities to actively communicate on UHC Partnership and PHC. Fill in social media calendar and editorially plan-ahead.
This task also involves attending regular DCO social media calls. Complete PHC editorial plan with most of the content implemented and archived – by end of contract term March 2025
Deliverable 2.2: Develop regular TikToks, Instagram reels and other video products on PHC such as explainer videos, case-study based videos. Write LinkedIn stories for the LinkedIn newsletter by end of contract term March 2025.
Output 3: Support events (including social lives), field-visits on UHC Partnership and PHC.
Deliverable 3.1: Whenever opportunity presents, undertake field missions to capture UHC Partnership success stories on PHC, community-based testimonials. All field missions relating to this consultancy should conclude by end of contract term March 2025.
Deliverable 3.2: Provide support on creating social media assets on major PHC and/or UHC Partnership key public events, major technical product and report launches or curate social media lives for channels – preparing run of show, assets, clips from lives on PHC. All products relating to events, assets, clips should conclude by end of contract term March 2025.
Deliverable 3.3: Any other task relevant to the subject-matter concluding till March 2025.
5. Qualifications, experience, skills, and languages
Educational Qualifications
Essential: A university degree in communications, digital marketing, and social media
Experience
Essential:
At least three to five years of relevant professional experience as a social media manager with strong experience in:
- Social media storytelling and content sourcing, coordination, and creation
- Robust design skills in social media graphics, producing vertical videos, editing.
- Measuring content performance and accordingly consulting teams on messaging, and a fair knowledge of social media analytics.
- Ability to support social media lives –concept notes, coordination with speakers, producing clips out of lives in post-production.
Desirable:
- Advanced multimedia knowledge such as professional editing using software such as FCP, Adobe Premier Pro, After effects
- Experience working with creators and/or creative agencies
- A passion for public health, and international development
Skills/Knowledge
● Fair experience in digital marketing, communication, and social media skills
● Effective writing skill, and digital content production skills
● Demonstrated experience in creating highly engaging social media assets, including multimedia products
● Strong knowledge of graphic design – including using open-access software like Canva, and other tools.
Languages and level required
Expert knowledge of English. Knowledge of any other UN languages desirable.
6. Technical Supervision
Diya Banerjee, Team Lead, Social Media, banerjeed@who.int
7. Location
REMOTE
8. Travel
If travel is involved, full medical clearance is required
The consultant may be expected to travel on the discretion of the hiring manager. If the consultant is required to travel, a medical certificate is needed. For travel during the consultancy contract, the unit will issue a travel authorization to cover travel costs, or the travel will be included in the payment.
9. Remuneration and budget (travel costs excluded)
Pay Band A: Monthly: US$ 3,955 - 6,980 US Dollar
8. Duration of the contract: Six months
10. Reporting manager:
Diya Banerjee, Team Lead Social Media and Media Monitoring (WHO)
