The Government of Khyber Pakhtunkhwa (GoKP), with SEED’s support, established Pakistan’s first Behavioural Insights Unit (BIU) within the Finance Department to apply behavioural science to policymaking. Using cost-effective interventions known as “nudges,” the unit designs strategies to encourage positive behavioural change while preserving individual freedom of choice. Globally, similar approaches have improved public safety, tax compliance, and environmental sustainability.

Since its inception, the BIU—known as MindLab—has trained government officials with world-renowned experts, conducted a large-scale tax compliance study using behavioural messaging, and designed a lottery-based incentive to boost transparent sales reporting. Expanding beyond tax policy, it launched “green nudges” to promote climate-friendly behaviour, such as reducing plastic waste at the University of Peshawar and cutting energy use in student hostels at UET Peshawar.

SEED played a key role in setting up MindLab, connecting it with international expertise, and supporting its experiments and capacity-building efforts. By embedding behavioural science in policy design, SEED is helping KP develop smarter, evidence-based solutions to public policy challenges.