In 2018 GAIN Bangladesh began implementing an adolescent nutrition programme titled ‘Nourishing Dreams’. This was designed in partnership with adolescents themselves, and has at its core making a pledge to eat better and work towards improving availability of healthier food in their surroundings. The campaign inspired the adolescents to articulate and express their dreams for their lives and to realise the connection between nourishing their bodies with nutritious foods and fulfilling their dreams in the future. The campaign taking a multi-pronged approach, first creating the desire amongst adolescents to want to eat better diets (demand), and secondly, working with food businesses (food vendors, private food providing organisations and public institutions) to ensure the supply side gears up over time to address the new demand.