Pocket money pledge: a social movement for better teenage nutrition

Purpose

CHALLENGE

The Global Alliance for Improved Nutrition (GAIN) partnered with Quantum to address the issue of adolescent nutrition in Bangladesh and Pakistan.

APPROACH

Rather than focus on top-down interventions and nutritional facts, we focused on mobilizing young people and understanding their motivations.

We worked with the client and partner organizations to develop a narrative and a social movement that can inspire young people to take action and create a platform for organizations to participate.

IMPACT

Built a social movement amongst adolescents, launching in 2019 – Pocket money pledge, which was celebrated as an innovative approach in the Global Nutrition Report.

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