What does it really take to change behaviour — not just at the individual level, but across entire systems?

In this episode of Wired for Change, Amy Yee sits down with Pauline Kabitsis to explore how behavioural science is being applied in global public health — and why its full potential is still largely untapped.

From field work with the World Food Programme in Africa to youth-focused initiatives with UNICEF in El Salvador, Pauline shares practical examples of how behavioural insights can shift outcomes in complex environments.

But this conversation goes further.

We explore what’s changing (and not changing) in behavioural science, where it fits inside policy and systems design, and how leaders can move beyond awareness to execution. Along the way, we connect behavioural science to user experience, governance, and the realities of public sector transformation.

If you care about public health, policy innovation, human-centred design, or building systems that actually work for people — this episode is for you.

00:00 – Introduction: Why Behaviour Shapes Systems
03:45 – What Is Behavioural Science (And What It Isn’t)
09:10 – What’s Changing in the Field Today
16:30 – Unlocking Behavioural Science in Public Health
24:50 – Case Study: Work with the World Food Programme in Africa
34:40 – Case Study: Supporting Youth with UNICEF in El Salvador
45:20 – Systems, Policy & Human-Centred Design
53:10 – Pauline’s Work Today & Where the Field Is Headed
58:30 – Final Reflections: Designing for Real Change

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