将沟通应用于健康：研究工具：最重大的变化

The C4H approach is based on six principlesrepresented by the word“IMPACT”:Informed by data and theory; Measurable;Planned; Audience- and people-centred; Communication for Health In the World Health Organization (WHO)Western Pacific Region, WHO has developedtheCommunication for Health (C4H)approach: a set of principles and practices 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 the 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 “what 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 communication When should MSC be used? MSC is usually used at the end of a long-standing campaign or programme when you Applying Communication for Health Research tools: Most Significant Change name appearing along with the story. If participantschoose to be de-identified, you need to ensure their Who should participate in MSC? The participants of a MSC are the variousstakeholders that have directly witnessed theoutcomes and impact of the intervention. Thisensures participation of the main beneficiaries 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 reason Ethical considerations MSC requires informed consent fromparticipants. Storytellers should know how 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 their MSC is not suitable for short-term MSC requires considerableresources, time and skills for MSC is a complementary evaluationmethod, which means that MSC benefits from a diversity ofviews starting with the directbeneficiaries, field staff, partners and MSC results are not generalizable.The changes identified are specific toa specific intervention within a It is easy to coordinate acrosslanguages and cultures as everyonecan tell stories about how they see MSC is not best at capturing negativechanges since its focus is onaccentuating the positive aspects of 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 team Members of these groups need to identify the scope of possible impacts, called “domainof change”. Domains are broad areas, loosely defined so that it leaves space for The second level is the mid-level team that might include local organizations or, in thecase of WHO, the WHO country office. This group will review the partners’ andstakeholders’ stories. This group should set up a timeline for the MSC exercise. They arealso responsible for creating the submission system (usually done by email), evaluationprocess (a committee review conducted either face-to-face or online) and feedback The final level is usually the implementing organization’s headquarters or regional officethat takes all of the sourced change stories and reviews them for final inclusion in the Generate the MSC stories MSC comprises a filtering process where the people in the field send the stories up to thenext level and the final decisions are made in a participatory way. First-level partners and During the last [period of time] in your opinion, what was the most significant change that The change created by your intervention can occur at the personal, organizational, Each team member will ask their stakeholders and local partners to identify successstories. Organizational members who should be involved in this process include projectmanagers, coordinators, trainers, mentors, volunteers and those who have worked onthe project. They should be tasked with identifying specific and meaningful stories Applying Communication for Health The template for reporting change stories can be found in theAnnexand should include Name and organization submitting the storyTitle of storyBackground/locationof the changeAction undertaken to make the changeWhat change took place because of the intervention?Whose lives have been improved?Why is the story significant? Why does this change matter?Lessons learnt/recommendations for the wider organization programmeReasons for submitting this storyEvidence (videos, images, testimonials, he