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FOREWORD

Behavioural science is increasingly gaining prominence as an essential pillar of global public health-
transforming how we understand and influence the factors that shape human behaviours and health
outcomes. From improving vaccine uptake to strengthening chronic disease management and
emergency response, it has proven important in designing policies and interventions that are not
only evidence-based but also people-centred and contextually grounded.

The World Health Assembly’s 2023 adoption of the Behavioural Sciences for Better Health Resolution
by all Member States marked a significant global milestone. It affirmed the growing recognition that
systematically applying behavioural science is important to building stronger, more inclusive, and
more resilient health systems.

Malaysia has taken commendable steps in this direction. The establishment of the Behavioural
Insights Unit within the Ministry of Health and the country’s leadership in advancing the WHA
Resolution “Behavioural Sciences for Better Health”, reflect a growing commitment to innovation,
evidence- informed practice and systems transformation.

This National Blueprint for Behavioural Insights in Health is an important next step. It outlines a clear
strategic direction to embed behavioural science across Malaysia's health governance, policy, and
service delivery. More than that, it reflects a broader vision—one that underscores a whole-of-nation
approach to address behavioural factors at the individual and community levels,
which are shaped by economic, environmental and social determinants of
health.

WHO is honoured to have supported this journey through technical
collaboration, capacity building, and global knowledge exchange. As
Malaysia moves forward with implementation, this Blueprint stands as a
model for the region and beyond—that by placing human behaviour at
the heart of health systems, we can advance equity, effectiveness and
sustainability in public health.

Dr. R dra Abeyas e

WHO Representative to Malaysia,
Brunei Darussalam and Singapore

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