WHO x We Are Family Campaign







Sustainable Development Goals Impacted

Music's Unifying Role During the COVID-19 Pandemic

The COVID-19 pandemic in 2020 presented an urgent need for global unity and a positive outlook amid widespread uncertainty. Innovative, resonant engagement methods were essential to support public health efforts and uplift spirits worldwide.

The Opportunity

“We Are Family,” a collaborative campaign by The World We Want in partnership with the WHO, WHO Foundation, and music group Sister Sledge, harnessed music, and social media’s unifying power on a global scale.

The #WeAreFamily video campaign invited people worldwide to join the music video by recording themselves singing or dancing to the song and sharing it on their social media.

Dr. Tedros Adhanom Ghebreyesus, Director-General of the World Health Organization, called for public participation during a virtual press conference on October 19, coinciding with the 75th Anniversary of the United Nations.

The song launched at the opening of the World Health Assembly on November 9, 2020, with a special preview video led by the Tongan Nurses Choir and WHO staff, emphasizing unity and solidarity. The message: We’re all in this together. We Are Family. Download the song on major digital music stores like iTunes and Amazon.

The Impact

The #WeAreFamily video campaign became a rallying call, uniting people through their renditions of the song. It culminated in a globally crowdsourced viral music video featuring leaders, celebrities, athletes, and health workers.

  • Global Unity Call: The #WeAreFamily campaign emerged as not only a call to unity but a beacon that shone on leaders, icons, and health heroes, amplified by voices like music star Rita Ora and La Liga, reaching over 50 million people on social media.
  • Media Mobilization: Achieving more than just engagement, the campaign secured over 390 unique global media coverage and captivated a cumulative audience of 200 million views, driving remarkable solidarity and marking the launch of the WHO Foundation.
  • Lasting Solidarity: The campaign transcended mere symbolism, embedding itself in the public consciousness and fostering a durable global engagement that reinforced the fabric of collective solidarity.
  • Crowdsource Video: Serving as a visual anthem, the crowdsourced video blended a musical note with global icons to global citizens, encapsulating the harmony and the expansive impact of our united actions during health crises.
999 M+
People reached on social media.
Unique global media coverage