PMNCH wanted to make the sizable youth and adolescent population in the world, totalling to 1.8 billion, become a force to reckon with, and one which could lead much-needed change by becoming empowered. Leading to the upcoming Global Forum for Adolescents, the challenge for the branding was to create not just a one-time event but a global movement that can carry the entire youth force forward. This became the seed for 1.8 Billion Young People for Change with the aim to make young people take ownership of their future and set the agenda for change.