Rasha Attar is Director of the Behavioral Science Group (BSG), the central behavioral science unit for the UAE government based in the Office of Development Affairs. She has over 18 years of experience in public service, most recently embedding applied behavioral science into strategy and policy design across health, education, sustainability, and social development. She is co-chair of the Global Behavioral Evidence Network for Development (G-BEND), convening multi-disciplinary experts to strengthen development outcomes by incorporating applied behavioral science. Rasha holds a degree in Economics from the American University of Beirut, and an Executive MSc in Behavioural Science from the London School of Economics.