Ratio Who?
Ratio:Cause (pronounced Ratio to Cause) is a social change impact agency.
We know, that’s a mouthful!
But basically, we craft ideas and
initiatives using just the right ratio of human insight and data to push
societal norms in the right direction.
We’ve found that people are shaped by what they know (or don’t know).
We’ve also found that people can change.
Sometimes, all it takes is a little strategic nudge in the right direction to turn
Awareness 
Action
Misconceptions Meaningful change
That’s where we come in!
Make sense anot?
How do we approach problems?
Ready for another mouthful? Here you go:
✨ Social and behavioural change communication ✨
1
Observe the Landscape
We study current attitudes and behaviours to understand what drives the issue.
2
Ask the Right Questions
We speak to people, not just about what they do but why. Through interviews, surveys, and conversations, we uncover the blind spots that often go unnoticed.
3
Identify Behaviour Shifts
With insights in hand, we pinpoint where shifts need to happen. What behaviours must change? What motivates action?
4
Design for Real People
We create programmes, tools, and interventions that are human-centred, socially relevant, and adaptable. Every solution is tailored to resonate with the audience it aims to reach.
Some of our go-to methods include:
Data Analysis
Numbers don't lie (most of the time).
Programme interventions
Changing mindsets, one curated programme at a time.
Trials by fire
Okay, not actual fire, but we're not afraid to test, tweak, and challenge the status quo.
The People Who Make Your Programmes Happen!
Meet the curious minds, creative thinkers, and problem-solvers who bring your programmes to life.
join the squad
Saravanakkumar Kannisah
Associate Director
Saravanakkumar Kannisah
Associate Director
SK enjoys watching thrillers or the EPL, which would describe his “mysterious” demeanour. Apart from this, he is extremely passionate about fighting for injustices in Malaysia and feels that there is so much more that we can bring to the table. Merging creativity and innovation with social impact is something this space needs more of and it is part of his mission in the organisation to achieve that.
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Su Shern New
Executive Director
Su Shern New
Executive Director
Su Shern loves people-watching and kepoh-ing about why humans act the way they do and do the things they do - which is why her role in Ratio:Cause involves turning data into stories, policies into people-centred solutions, and campaigns into action. Her experience in behavioural change communication led her to work on issues like online safety and child rights to sustainable palm oil and youth empowerment. Outside of work, she is usually replacing her half-dead plants, experimenting on different ways to brew coffee or watching cat videos.
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Fatin Razak
Operations Manager
Fatin Razak
Operations Manager
You will almost always catch Fatin snacking in the office which she swears helps with her concentration. She comes from an environment background where her perspective of the world is largely shaped. She enjoys being on the ground experiencing where she could truly understand the nature of a certain situation and she believes in not taking everything in life too seriously!
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Onysha Boak
Programme Associate
Onysha Boak
Programme Associate
Besides her rabbit, Onysha loves overanalysing books and movies. That’s mostly thanks to her background in philosophy and literature. It also encourages her to see the connections between every issue in the right to life and our duties in upholding each other’s dignity. She believes that there is always more to learn about the world and other people and is excited to be doing more of that with the team!
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Melissa Chin
Programme Associate
Melissa Chin
Programme Associate
Mel loves baju kurung and will wear them to the office at least once a week. A part-time degree student in Anthropology and Sociology, she also takes up a minor in Literature to explore more diverse literary works. Mel is also a firm believer that curiosity is the key that unlocks the doors to endless possibilities and personal growth.
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Maryline Erika
Programme Associate
Maryline Erika
Programme Associate
Erika was a creative in the advertising world who made the decisive leap into this side of the world to be a part of real change and impact. Hailing from Sabah, she is a big-time advocate for its development and rights. When she’s not in the office, you’ll probably find her at a karaoke bar or at home, serenading her cat with a ukulele.
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Adelynn Lim
Strategic Growth Manager
Adelynn Lim
Strategic Growth Manager
Former PR hustler turned impact communicator, Ade enjoys the great outdoors, poems by Mary Oliver, eating spicy food and living in The Now. If she could be described with a song, it would be “There She Goes” by The La’s. Her heart lies in doing good work for the people and the planet; O to contribute a verse in this powerful play!
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Shikin Sabihan
Programme Associate
Shikin Sabihan
Programme Associate
Shikin believes that every human being deserves equal opportunities and support from the world we live in. She finds joy in nature, loves collecting terrariums, and rarely says no to a camping trip. Passionate about CSR projects and community activities, she values learning from different perspectives, which inspires her to create impactful and meaningful ideas for society. Her interest in psychology drives her to understand how people think, feel, and act, which helps her develop thoughtful, creative, and impactful ideas in her work.
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