Dr. Siti Idayu Hasan is a Senior Lecturer and public health behavioural scientist in the Family Health Discipline, Department of Social and Preventive Medicine, Faculty of Medicine, Universiti Malaya. Her expertise spans on tobacco control, health promotion, behavioural interventions and programme impact evaluation. She leads research on youth vaping prevention, integrating behavioural science with innovative approaches such as social media and augmented reality. Her work also extends to healthy ageing, caregiver capacity building, mental health and community-based health promotion. Through multidisciplinary research and contributions to national tobacco-control initiatives, she aims to translate scientific evidence into effective interventions, evidence-informed policies and sustainable improvements in population health.