10 All WHO communications should:
- contribute to clearly defined public health goals, have a specific target audience and focus on concrete outcomes;
- be evidence-based (or consensus-based when evidence does not exist);
- when possible, motivate audiences to take action rather than just providing information and increasing awareness;
- raise awareness of health problems, propose solutions to these problems, and indicate how WHO is contributing to solutions;
- use WHO's priorities as a framework for key messages and be in line with the Organization's position on related issues;
- use a consistent corporate voice throughout the Organization to build trust and maintain credibility;
- use the medium best suited to reach the target audience;
- be contextualized, and where possible, be presented in the language of the audience;
- use the WHO logo in accordance with the WHO Visual Identity Guidelines; and
- include measures to assess outputs and outcomes of communications work.
