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1. LIST OF ABBREVIATIONS iv

2. EXECUTIVE SUMMARY 01

3. AT A GLANCE: THE NATIONAL BLUEPRINT FOR BEHAVIOURAL 02
INSIGHTS IN HEALTH

4. BACKGROUND 04

a. The Challenges of Behaviour Change for Health: A Behavioural 05
Science Perspective
b. What is Behavioural Insights? 06
c. Issues and Challenges of the Health System in Malaysia Through 09
a Behavioural Lens
d. What Makes the Behavioural Insights Approach Different? 12
e. The Behavioural Insights Mandate 15
f. The Behavioural Insights Unit, Ministry of Health Malaysia 19

5. THE NATIONAL BLUEPRINT FOR BEHAVIOURAL INSIGHTS IN 21
HEALTH: THE NEXT STEP IN MALAYSIA’S HEALTH JOURNEY

a. Vision and Mission 22
b. The Three Health Areas 23
c. The Six Priority Areas for Mainstreaming Behavioural Insights for Health 26
d. Governing Behavioural Insights in Health 29
i. The Governance 30
ii. The Stakeholder Map 31
e. Implementation Timeframe and Way Forward 33
f. Development of the NBBI 35

6. BEHAVIOURAL SCIENCES: ACROSS BORDERS 36

a. Experiences from Asian Countries 38
b. Malaysia's Experience 39

7. CONCLUSION 40

8. REFERENCES 42

9. ACKNOWLEDGEMENT 45