Mattra understands the pulse of young and adolescent people of Bangladesh very well. In 2004, people feel very much discomfort to talk about AIDS even with friends due to cultural sensitivity and social values/norms. Research findings illustrated that young and adolescent are vulnerable in terms of HIV and AIDS because of their risk behaviour and lack of proper information and misconceptions attached to AIDS. In this context, Mattra takes the responsibility to design the media campaign “Bachte Hole Jante Hobe” (Live to Know) in order to break the silence and create demand. The implementation of this nationwide campaign started in December 2004 targeting especially the young and adolescent people including mass people. The success of this campaign is very big that the behavioural change we expect, we achieved.