Hands have an important role in the transmission of the COVID-19 virus. This virus primarily spread through droplet and contact transmission. Contact transmission means by touching infected people or contaminated objects, thus your hands can spread the virus into the body through unconscious touch to the eyes, nose, and mouth. Therefore, hand washing is one of the most effective actions that you can take to prevent the spread of the COVID-19 virus. WHO as an international health organization has the responsibility to inform and educate the community to fight COVID-19 by adopting hand hygiene as part of from day to day practices until it becomes a good habit and or their life style. This study aims to understand how the hand washing campaign by WHO runs as an international diffusion of innovation. The theory used is Diffusion of Innovations by Everett M Rogers, with qualitative constructivist research methods. The results of the study stated that WHO did not stand alone when socializing the hand washing campaigns. WHO makes the key message, the guidelines and then distribute it to their social media accounts and all their connection a.k.a change agents, such as local governments, and the ambassador and or the key opinion leaders. The next step is the local governments of each country will adjust the campaign according to the culture and characteristics of the potential adopters in each country. The level of adoption also depends on the cognitive, affective, and conative effects received by the potential adopters.

Keywords: COVID-19; Diffusion of Innovation; Health Campaign; Health Communication; New Media