About Us


About us

The Behavioural Insights Unit functions as secretariat and the focal point for Ministry of Health Malaysia for strategic guidance, technical assistance, knowledge sharing, capacity building and partnerships creation for behavioural sciences and behavioural insights for health.

The Behaviour Insights (BI) Unit was formally inaugurated on September 6, 2022, in response to a directive from the former Minister of Health. This directive recognized the pivotal role of behavioural science in addressing the challenges posed by the COVID-19 pandemic. Since the onset of the pandemic, behavioural science has played a crucial role in the proactive measures undertaken by Malaysian authorities to curb the spread of the virus, prioritize public health, and alleviate the strain on the healthcare system. The establishment of the Behaviour Insights Unit at the Ministry of Health Malaysia reflects a proactive commitment to understanding and addressing behavioural aspects in healthcare.


To become the Behavioural Insights Centre of Excellence for health in Malaysia


Apply a rigorous evidence-based process for behavioural insights to formulate better health policies


The Behaviour Insights Unit generally contributes to the development of more effective, targeted, and sustainable health policies within the Ministry of Health Malaysia. It functions includes:

  • To propose nudge policies based on scientific evidence
  • To function as national collaborating centre for BI research
  • To provide consultation and technical assistance on BI to other organizations/stakeholders
  • To plan and conduct capacity building on BI across relevant organizations/stakeholders
  • To engage and collaborate with various agencies to advocate the promotion of BI in health programs



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