Committed to Catalysing Transformative Change

Maria Shairra Alyssa Bello

Principal & Chief Science Officer

AHA! Behavioral Design

Maria Shairra Alyssa Bello’s journey to deepen applications of behavioural science was driven by a growing exposure to the limitations of many traditional development interventions. Often designed with a top-down approach, traditional development interventions sometimes struggled to resonate with communities’ lived realities and unique challenges, particularly in low-resource settings. Shairra co-founded AHA! Behavioral Design (AHA! BD) to contribute to ongoing efforts in addressing these gaps, championing community-driven, empathetic, and culturally attuned solutions grounded on behavioural science. Under Shairra’s leadership as a Founding Partner and its Chief Science Officer, AHA! BD has grown from four employees to 70 in just four years, partnering with over 100 organisations, including multilateral development organisations, corporate foundations, non-government organisations, national ministries, and local units of governance, changing behaviours across nearly two million Filipinos towards positive social impact. The organisation’s work spans the fields of mental health, financial inclusion, and public health, leveraging behavioural science to drive sustainable, scalable, and meaningful change. AHA! BD’s success highlights the strength of insight-driven, adaptable strategies in fostering meaningful change. Speaking with TradeFlock, Shairra shares more about her journey.

Can you share a successful AHA! BD programme that drove significant behavioural change and what made it effective?

Amid the pandemic, healthcare workers endured overwhelming stress. In response, we co-created The Wellness Movement with the Department of Health (DOH), crafting tailored Wellness Nudge Toolkits to build empathy-driven support systems. Starting with 26 hospitals and 1,500 workers, the programme saw remarkable improvements in mental health. By 2024, it scaled to 71 hospitals, supporting over 7,000 workers. Now, with plans to expand into 150 hospitals nationwide, the initiative demonstrates how behavioural science can drive meaningful, scalable solutions, fostering resilience and care in even the most demanding environments.

What values or experiences shape your leadership and decisionmaking?

Empathy lies at the core of my leadership and decision-making. While often viewed as emotional, empathy is a skill, and behavioural science represents its practical application. I am passionate about creating human-centred solutions that address behavioural barriers and empower communities for lasting change. Behavioural Design allows me to enable healthier, happier communities by fostering small yet impactful behavioural shifts. During my studies in the UK, I observed that Western applications of behavioural science often overlooked cultural nuances and sentiments, especially in vulnerable communities within the Global South. This reinforced my belief that empathy transforms interventions into contextually relevant solutions. I prioritise curiosity, a learning mindset, and a collaborative approach, encouraging my team fall in love with the process of solving these problems alongside the communities rather than clinging to exciting ideas. Guided by vision, collaboration, and scalability, I aim to craft targeted solutions, foster co-creation, and design systems that amplify long-term impact.

What’s the untapped potential in Behavioural Design in Asia, and how will you address it?

A promising opportunity lies in expanding Behavioural Design (BD) and Social and Behaviour Change (SBC) across sectors while empowering local practitioners. My vision nfolds in three phases: first, establishing Behaviour Change Labs (BCLs) to develop interventions in mental health, citizenship, financial inclusion, and environmental sustainability. Next, creating a policy lab to drive behaviourally informed policies at the local government level. Finally, launching a BD and SBC academy to train local scientists and practitioners, building a sustainable expert pool. With experimental partnerships with LGUs and active lab initiatives, the first phase is well underway, paving the path for impactful change.

What leadership skills were vital in your career journey, and how did they shape your growth?

I’ve committed my leadership to enabling transformative change and pioneering progress. From my early roles as a programme assistant to an organisation development consultant, I’ve learnt that meaningful change is a continuous pursuit. With AHA! BD now comprising over 70 employees nationwide, I focus on equipping my team to collaboratively address complex challenges through Behavioural Design. As a behavioural scientist, I integrate empathy and emotional intelligence into leadership, recognising the dynamic nature of behaviour change. My approach is rooted in three principles: community, fostering trust and cultural understanding; science, ensuring data-driven, objective insights; and creativity, driving innovation and adaptability. This blend enables us to design systems that anticipate evolving community needs and deliver lasting solutions.

What drives your continued success, and what inspires you to stay focused on your goals?

My drive for success is rooted in a commitment to community and meaningful behaviour change. In the Philippines, the need for behavioural interventions and social and behaviour change communication (SBCC) is rising, yet applied behavioural science expertise remains scarce. Recognising this gap, I founded AHA! BD to bridge intention-action gaps and promote behavioural science for good. Unlike many who focus abroad, I champion its positive impact locally, dispelling misconceptions and enhancing communities. What keeps me motivated is the incredible AHA! BD community—watching passionate individuals grow and create real impact. I’m also inspired by the Filipino spirit of generosity, where behaviour shifts not only uplift individuals but entire communities, driving my desire to scale these transformations across the country.