USI SINC (Università della Svizzera italiana Sustainability Incubator) is an incubator that facilitates the development, implementation and evaluation of sustainability projects at the Università della Svizzera Italiana in Lugano. The overarching goal of the incubator is to provide a structured and dedicated space for mentoring and coaching students working on sustainability projects at the university and in the community. The incubator serves as a complement to the existing Master's level class on social marketing; an interdisciplinary course taught by Professor Suggs each autumn. The class teaches students about creating social change initiatives and innovations that utilise effective behaviour change communication and are based on a comprehensive understanding of the problem. The incubator will enable students to realise the projects, moving from conceptual ideas to practical work, while collaborating with partners from the Università della Svizzera italiana and the community. Additionally, students will be mentored on entrepreneurial skills, supporting potential economic and environmental opportunities in spin-off projects and businesses. Finally, USI SINC will also serve as a resource for research evidence through disseminating data collected about sustainability projects and policies.