The Ministry of Health Malaysia, in collaboration with the World Health Organization Representative Office for Malaysia, Brunei Darussalam and Singapore today launched the country’s first National Blueprint for Behavioural Insights in Health. A landmark roadmap highlighting that health and well-being must be transformed not only through medicine, but through behaviour, systems and shared responsibility.
Malaysia faces growing health challenges. The National Health and Morbidity Survey (NHMS) shows that 54.4% of adults are overweight or obese, while diabetes, hypertension and cardiovascular disease continue to rise. Mental health concerns are increasing, including among young people, while infectious diseases and climate- related threats remain pressing. These conditions are largely driven by behavioural factors such as poor diet, physical inactivity and tobacco use, costing the nation an estimated RM64.2 billion annually – about 4.2% of GDP already in 2022.
Aligned with the World Health Assembly Resolution on Behavioural Sciences for Better Health (2023) and the Malaysia Health White Paper, the Blueprint reflects a whole-of-government and whole-of-society approach, recognising that health is shaped not only by clinical care but also by socio-economic, commercial and environmental determinants.
Launching the Blueprint, the YB Datuk’ Seri Dr Dzulkefly Ahmad, Minister of Health Malaysia, said:
“This Blueprint shifts the focus for health from awareness to action, and from treatment to promotion and prevention by addressing the behaviours, environments, and systems that shape health. It is about giving Malaysians the support they need to act on what they already know is good for them.”
Dr Rabindra Abeyasinghe WHO Representative to Malaysia, Brunei Darussalam and Singapore added:
“Behavioural science helps us understand not just what people do, but why they do it. This Blueprint is a step forward in leveraging that understanding into positive action — shaping systems, policies and environments that make the healthy choice the easy choice. It empowers communities to take charge of their health in ways that are practical, inclusive, and lasting. WHO is proud to partner Malaysia in this journey.”
The National Blueprint for Behavioural Insights in Health identifies six priority areas: integrating behavioural insights into policies and programmes; building workforce capacity; strengthening research and interventions; ensuring monitoring, evaluation and learning; providing expert advisory support and fostering collaboration and advocacy.
The National Blueprint for Behavioural Insights in Health is the next step in placing behavioural science at the heart of Malaysia’s health transformation. More than a document, it is a visionary roadmap to build a stronger, more equitable health ecosystem. Anchored in the Thirteenth Malaysia Plan (2026–2030), where behavioural insights are affirmed as a key tool to improve decision-making, the blueprint deepens our understanding of health behaviours at both individual and community levels, paving the way for strategies that are impactful, sustainable, and people-centred.
To date, over 500 MOH personnel have been trained in behavioural science, with encouraging outcomes seen in reduced sugar consumption, increased physical activity, malaria prevention and better handwashing practices. The Blueprint aims to build on this foundation and scale up successes nationwide.
“Health is built in homes, schools, workplaces, and communities,” the Minister added. “Every small decision such as to eat healthier, to move more, to manage stress, and to support one another, adds up to healthier Malaysia.”
As part of this agenda, Malaysia will also host its first National Conference on Behavioural Science for Health in 2026, bringing together policymakers, health professionals, researchers and community leaders to exchange knowledge, showcase innovations, and strengthen collaboration.
The Ministry of Health calls on all ministries, academia, civil society, the private sector and every Malaysian to join in this movement to leverage on behavioural sciences for better health. This is also aligned with core values of MADANI namely - Sustainability, Prosperity, Innovation and Compassion.
Media contact:
Varun Chaudhary
chaudharyv@who.int; +60122109738