将沟通应用于健康：研究工具：最重大的变化（英）2026

The C4H approach is based on six principlesrepresented by the word“IMPACT”:Informed by data and theory; Measurable;Planned; Audience- and people-centred;Collaborative; and Targeted. It uses insightsfrom social and behavioural sciences whileworking with other programmes to supportimplementation and achievement of sharedpublic health goals. Communication for Health In the World Health Organization (WHO)Western Pacific Region, WHO has developedtheCommunication for Health (C4H)approach: a set of principles and practicesto help ensure communication interventionsare designed to inform and change attitudesand behaviours in ways that support theachievement of defined public healthoutcomes. For more information, please visitC4Hpage. Most Significant Change (MSC)is part of aseries of research tools to support the C4Happlication. The series aim to equipcommunications professionals with thefoundational knowledge and skills to betterinform, plan, implement and evaluate evidence-based, impact-driven and targeted C4Hinterventions. best stories for dissemination and reporting. Why use MSC? MSC is participatory in nature as local partnersand communities identify and highlight successstories. Unlike other qualitative researchmethods that pre-determine criteria for “whatsuccess will look like” or outcomes and impact,MSC allows participants to define in their ownwords the most significant changes caused by acommunication intervention. What is MSC? MSC is a participatory evaluation method thatprovides evidence of outcomes and impact bytelling the stories of the most significantchanges that occurred due to communicationinterventions. Evidence is collected for eachstory and the stories are vetted by thecommunication professionals, team membersand partners. Collaborative decisions atdifferent levels of the organization select the When should MSC be used? MSC is usually used at the end of a long-standing campaign or programme when youare looking at assessing the performance of thewhole intervention. Applying Communication for Health Research tools: Most Significant Change Who should participate in MSC? name appearing along with the story. If participantschoose to be de-identified, you need to ensure theircomplete anonymity when communicating theirstories further. The participants of a MSC are the variousstakeholders that have directly witnessed theoutcomes and impact of the intervention. Thisensures participation of the main beneficiariesof the communication intervention, otherparticipating and interested stakeholders andpartners, communication officers and field staffwho worked on implementing the campaign, aswell as the management team. When the storyteller talks about another stakeholderthat is easily identifiable, you need to ensure that thethird party is comfortable with their identity beingdisclosed. Use stories with integrity and only for thepurpose initially stated to the storyteller. If you planto use the story at a later date for another reasonthan initially agreed – for example, in a feature storyor publication – it is necessary to seek theparticipant’s reinforced consent. Depending on yourorganization’s ethics protocols, you might have tosubmit a proposal for ethics review. Ethical considerations MSC requires informed consent fromparticipants. Storytellers should know how theirstory is going to be used and give consent to their Benefits and limitations of MSC Benefits Limitations MSC does not set pre-definedoutcomes and impact, and it is bestsuited for understandingunexpected, intangible changes. Thisallows participants to define theirown indicators of successful changeand evaluators to understand howchange comes about. MSC is not suitable for short-termprojects. MSC requires considerableresources, time and skills forimplementation. MSC is a complementary evaluationmethod, which means thatadditional methods will still need tobe implemented. MSC benefits from a diversity ofviews starting with the directbeneficiaries, field staff, partners andmembers of the implementingorganization. MSC results are not generalizable.The changes identified are specific toa specific intervention within aspecific time and place. It is easy to coordinate acrosslanguages and cultures as everyonecan tell stories about how they seethe most significant impact. MSC is not best at capturing negativechanges since its focus is onaccentuating the positive aspects ofthe intervention. How do you conduct evaluations using the MSC method? Identify the stakeholder levels, timeline and MSC scope MSC involves multiple levels of stakeholders, partners and targeted recipients, and thisneeds to be identified in advance. For instance, the first level can comprise the teammembers and groups that will be the submitters of the stories. These groups are the onesclosest to the local community. Members of these groups need to identify the scope of possible impacts, called “domainof change”. Domains are broad areas, loosely defined so