The Health Promotion Board (HPB) was established in 2001 as the driver for national health promotion and disease prevention in Singapore. HPB’s efforts in healthy lifestyle promotion and disease prevention have made a significant impact on Singapore’s health landscape over the years. 

Alice is the Director of the Preventive Health Programmes and Rewards Division in HPB where she leads the Division to develop, drive and execute strategies and programmes related to mental health public education and substance abuse (tobacco use and vaping) prevention for the population. Also under her purview, the Rewards department oversees HPB’s rewards ecosystem, rewards policy, governance, design and operations.

Prior to her current role, Alice has led teams and projects across HPB in various domains and functions over a span of 15 years. She was responsible for planning, developing and executing population-level programmes that help Singapore residents incorporate holistic health across key health domains on the Healthy 365 mobile app, including the National Steps ChallengeTM, a nation-wide physical activity initiative. Leveraging behavioural science and insights, Alice has designed the gamification of various programmes, incorporating incentives and nudges to reward participants for taking small actions and making consistent changes to achieve a healthy lifestyle.