Muhammad Shafique is a sociologist with 20 years of experience in social and behavior change communication (SBCC). His passion is community engagement at the grassroots level. His aspiration is to bring about positive social and behavioral changes to improve the quality of life for all community members. Shafique’s encounter with Positive Deviance started in his home country Pakistan in the North East Region in 2001. He instantly and wholeheartedly embraced the PD concept and more importantly its ability to mobilize communities. Shafique has unique skills in being able to connect with very diverse populations. With Pashtun communities in Haripur district, he managed to engage very insular and suspicious communities to work collectively on the problem of newborn survival. He has applied the PD approach to maternal and newborn health, malaria prevention and control, dengue control, and polio eradication in Pakistan, Cambodia, Thailand and Myanmar. He presently serves as an SBCC consultant with various UN agencies.