应用健康沟通：规划指南（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. The aim of this planning guide is to support thedesign of health communication interventionsto ensure they are as impactful as possible. Itguides users to follow the six-step C4H cycle— implement;evaluate and learn — through a series of questions. While not exhaustive, these questions whenanswered will help ensure that thecommunication intervention is evidence based,impact driven and targeted. Not all answersmay be available at once, but when preparinganswers, be as precise as possible. STEP 1Understand Before planning any health communication intervention, it is important to conduct a situationanalysis to understand the full range of factors, including social, economic, environmental andpolicy-related elements, as well as individual behaviours, that contribute to the health issueyou aim to address. The evidence gathered at this stage also helps to establish a baselineofpre-existing conditions, knowledge, attitudes and behaviours, which then allows for measuringprogress and overall impact. Review the existing literature and data, and if there are any criticalinformation gaps, consider whether new research is needed. What are its causes and why do they exist? What are its effects and howsevere are they? Can the issue be quantified? Why do you want to focuson this issue? Why focus on it now? What is the healthissue you aim toaddress? Who are your targetaudiences? Who is most affected by this health issue? What is their currentknowledge, attitude and health behaviour surrounding this issue? If there is a behavioural element, what is it? What aspects about thebehaviour need to change (e.g. who, where, when, how often, withwhom, etc.) to result in a different outcome? Be as specific as you can.What are the barriers to and enablers of the behaviour? Consider thefactors that influence the behaviour at different levels, such as thepsychological (e.g. cognitive and psychological factors), social(e.g. social and cultural contexts, norms and values) and environmental(e.g. external factors that can enable or discourage the behaviour). Is there abehavioural elementto the health issue? Who has the potentialto influence thehealth issue? Who has the potential to influence the health issue, including shapingpolicies or creating an enabling environment?Who are the partners,allies, supporters and champions at the local level that will help youaddress the health issue? Who are the resisters and blockers? How do your audiences currently receive information and advice on theissue? What information channels do they have access to? Which onesdo they use most frequently? What kinds of media, informationchannels, institutions or opinion leaders do they have the highest levelof trust in? Which have the most influence? Where do yourtarget audiencesusually get theirinformation? What is the current communication capacity of the implementers(ministry of health, WHO, partners)? What might be required tostrengthen their capacity? What is the implementingpartners’ existingcommunication capacity? STEP 2Plan In this step, define your desired health outcome and objectives, along with key measurementindicators; develop a theory of change; and identify activities and products that will effectivelyinfluence your target audiences. While some tasks are outside the scope of this planning guide,remember to establish time frames, assign roles and set a budget at this stage. What is the change you want to see in your target audiences? Whatimpact do you want your C4H intervention to have? What is the healthoutcome you want toachieve? How will the desiredhealth outcome beachieved, and howcan communicationcontribute?2 What are the underlying assumptions and the logic behind how thedesired health outcome will be achieved and how communication willcontribute to this (theory of change)? How does the evidence gatheredin Step 1 support this logic? What outcomes and outputs need to beachieved, what activities need to be undertaken, and what inputs arerequired to logically lead to the desired health outcome? Establish communication objectives that are specific, measurable,attainable, relevant and time-bound (SMART). What are yourcommunicationobjectives? Based on the baseline established in Step 1, along with the