Abstract
The study presents an analysis of how the Nudge Theory was mobilized in Malaysia during the Covid-19 outbreak. It was observed that during the mandatory lockdown, citizens explored various social innovation solutions to cope with the fear, anxiety and loss of income during the pandemic. The government deployed strategies which exemplified elements of the Nudge Theory to drive nationalism and citizenship. The study assembles data from public reports, media releases and social media postings which document social innovation initiatives throughout the pandemic period. Analysis has revealed how the Nudge Theory were put into play, affecting social behaviours and empathy, which led to various social innovation initiatives.
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