Wei Young joined Singapore’s Health Promotion Board (HPB) in 2019. As head of its Corporate and Industry Partnerships (CIP) Division, he is responsible for working with like-minded people, commercial organizations and local government agencies to augment and align health promoting initiatives for Singaporeans. Amongst the many programmes and initiatives supported by his CIP team, are the hugely popular National Steps Challenge TM (NSC) – the nation’s first population-level pedometer-based physical activity initiative, and the Eat Drink Shop Healthy (EDSH) challenge – a digital transformational programme that nudges Singaporeans towards healthier food consumption and purchase habits year-round. In addition, Wei Young leads the team managing integrated lifestyles rewards under the HPB Rewards Programme (HRP), which seeks to nudge citizens towards sustained healthy lifestyle habit both extrinsically and intrinsically. HRP today is used by over 700,000 Singaporeans, with a wide range of lifestyle merchant brands, spanning across 2,800 redemption touchpoints. Prior to HPB, Wei Young spent more than a decade on the grocery retailer sell-side at NTUC FairPrice, where he held the appointment of Director (Housebrands and Private labels), managing about 30 brands across more than 2,000 SKUs. Wei Young has 2 young kids, aged 10 and 12. He has a Bachelor of Science in Computer Engineering, from the University of Pennsylvania and an MBA from the Wharton School.