Briddhi Foundation, in association with HungryNaki launched a digital movement titled "Kaaj ta Kintu Shohoj Chilo Na" across all digital platforms on May 23. 

The campaign pays tribute to the unsung heroes such as riders and restaurant workers of the fast-growing gig economy that is driving the Fourth Industrial Revolution (FIR) of Bangladesh's development trajectory. 

Briddhi Foundation works across five pillars to drive sustainable growth across the country – Access to quality and affordable nutrition and healthcare, Skill Development with a particular focus on Technical & Vocational Education & Training (TVET), Inclusive rights for persons with disabilities and Young girls empowerment while HungryNaki is one of the leading online food delivery companies in Bangladesh. Focusing on the second pillar of Skill Development, Briddhi joined with Hungrynaki to highlight not only the importance of service-based jobs such as waitressing and delivery riders but also to bring about a change in the existing stereotype that these jobs are easy and are traditionally looked down upon. Yet, as per a recent International Labor Organization (ILO's) estimate, on average 12% of the total unemployed are the youth and it is the gig economy and TVET-based jobs that will help close this staggering unemployment gap. 

Khondoker Tasfin Alam, The Managing Director of Hungrynaki said, "HungryNaki has teamed up with The Briddhi Project to encourage freedom of work and acknowledge the contribution of people from all walks of society. Our profession is an integral part of our identity and existence. But, not all of us get the same opportunities. So, we should never define the status based on one's profession. The Gig Economy revolution echoes that sentiment to the fullest. Every work is precious and an essential cog in the wheel that propels society and the country. HungryNaki's support towards the delivery riders has only compounded that understanding. We hope with proper dialogue and initiatives, our society will start appreciating workers of all spheres and sectors."
The Vice President of Briddhi, Farzeen Ferdous Alam said, " From the 1970s onwards, Bangladesh grew thanks to the agriculture sector, the 80s saw the explosion of the garments industry. From this decade onwards, it is the service sector that drives our growth. This digital campaign has been crucial in not only paying tribute to our gig economy workers but also shaping society's perspective that all types of work should be respected."

HungryNaki partnered with Briddhi because this digital movement addresses two of the three communities that the company focuses on – restaurants and riders. The digital campaign places front and centre the fact that no work is easy, and that all types of work should be respected and it is this sentiment that will take the country forward. This sentiment was shared by leading personalities from different sectors who joined in to take up the roles of a restaurant to show that if they can do these jobs, there should be no social stigma attached to it. These personalities included Ashfaq Rahman Asif, the owner of 138 East restaurant, who played the role of a cleaner, Shirin Akter Shela, Miss Universe 2019 was the waitress, Rafeed Elahi Chowdhury, an author and marketer was the busboy, Israt Sharmin Keya, a development activist and President, Briddhi Foundation was the restaurant manager , and Zohad Reza Choudhury, front man of the band Nemesis, was the delivery man for the day. 

While the digital movement is aimed at creating mass awareness, Briddhi Foundation's skill development initiatives include providing training on different skills required by various emerging industries including providing training for riders of HungryNaki as part of the ongoing partnership between the two organisations.