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About Us
Advocating, Communicating, Empowering for a Better Tomorrow
The UPM-UNICEF C4D Programme
The UPM-UNICEF C4D Programme is a dynamic partnership between the Faculty of Modern Languages and Communication of Universiti Putra Malaysia (UPM) and UNICEF Malaysia.
At its core, Social Behaviour Change (SBC) or also known as Communication for Development (C4D), is a subset of communications tailored to influence human behaviour and facilitate both individual and societal change.
It centres on understanding the needs of communities and individuals, and crafting context-specific, people-centred solutions to address challenges within social change processes.
Our programme is led by a team of Behavioural Change experts who specialise in research, training, and consultancy services to advocate for evidence-based social development initiatives, guided by the C4D principles endorsed by UNICEF.
We primarily focus on youth well-being, with key stakeholders including women, youth, children, adolescents, corporate entities, and NGOs.
Our overarching goal is to raise awareness of the crucial role that SBC plays in programme planning. Through diverse approaches, we educate individuals and entities focused on youth and adolescents about SBC strategies to promote youth health and well-being.
Our Missions
To be a leading expert in SBC and Behavioural Insights (BI), driving impactful social development projects that enhance the well-being of women, men, youth, and adolescents globally.
Our Vision
To advocate for the integration of SBC and BI within organisations and communities, fostering a culture of evidence-based decision-making and social impact.
To institutionalise SBC and BI practices, empowering organisations and communities to develop sustainable strategies that drive positive social change and enhance the quality of life for all.
To promote the adoption of SBC and BI practices among organisations dedicated to the social development of women, children, youth, and adolescents, with a focus on community well-being.
To drive sustainable development through the implementation of effective communication strategies and collaborative efforts with governments, NGOs, CSOs, and policymakers.
Our Team
The UPM-UNICEF C4D Programme unites fellows and management personnel with diverse expertise in public health, communication, education, social science, and environmental change. Drawing from both academic and industry backgrounds, our team is driven by a shared passion for creating positive change.
Dr. Diyana Nawar Kasimon, Ph.D
Director
Interests:
Strategic Communication; Government Communication; Divided-Society; Nation-Building, National Development, SBC, BI
Dr. Sharifah Intan Sharina, Ph.D
Deputy Director
Interests:
Education for Sustainable Development, Environmental Education, Science Education, Curriculum and Instruction Educational Technology
Puan Syafika Mohd Ghazi, MSc.
Program Manager
Interests:
Sexual and Reproductive Health and Rights, Media Literacy, Self-disclosure, SBC, BI
Dr. Mohamad Noor Salehhudin Bin Sharipudin, Ph.D
Role
Interests:
Marketing Communication, Sponsorship, Non-profit Marketing, Generational Marketing, Consumer Behavior, Consumer Culture, Digital Technology (e-WOM, Web 2.0, Immersive technology etc.)
Dr. Mastura Mahamed, Ph.D
Role
Interests:
Journalism
Dr. Rahmat Dapari, Ph.D
Role
Interests:
Associate Professor (Medicine)
Profesor Dr. Syafinaz Amin Nordin, Ph.D
Role
Interests:
Dr. Tajularipin Sulaiman, Ph.D
Role
Interests:
Dr. Syazana Ali, Ph.D
Role
Interests:
Family Medicine, Mental Health
Encik Illan Abdullah
Industry practitioner
Interests:
Industrial Networking
Dr. Lina Taing, Ph.D
Role
Interests:
Mrs. Chong Mee Shan
Interests:
“
My vision is to inspire and lead meaningful change at both the systemic and personal levels through the SBC framework. I will focus on empowering changemakers by integrating SBC elements into their work, ensuring that interventions are both effective and sustainable. My goal is to ignite positive behavioural change within communities, shaping a healthier and better future for all. Through SBC, I aim to cultivate an environment where individuals and societies can thrive, leading to lasting and impactful transformation.
– Dr. Diyana Nawar Kasimon, Ph.D
Director
Leveraging the power of communication, I aspire to promote social behaviour change rooted in systemic thinking and sustainability. Through strategic messaging and educational initiatives, my goal is to inspire collective sustainable actions, drive systemic change that transforms our communities, and create a better world for all.
– Dr. Sharifah Intan Sharina, Ph.D
Deputy Director