‘Parent with Purpose, Nurture their Future’ campaign launched in Beijing, to give children the best start in life

07 June 2024
(From left to right) Liang Zengping, Ni Chunxia, Xu Zongyu, Amakobe Sande, Ma Yili, Wang Ying, and Wang Wen pose for a group photo at the launch event of a new public campaign, ‘Parent with Purpose, Nurture their Future’, at the UNICEF compound in Beijing on 7 June 2024.
Courtesy of Ma Yili Studio
(Left to right) Liang Zengping, a father from Yunnan Province, Ni Chunxia, Director General of the China Centre for Children's Welfare and Adoption, Xu Zongyu, Director General of the National Center for Women and Children's Health, Amakobe Sande, UNICEF Representative to China, Ma Yili, UNICEF Ambassador and actress, Wang Ying, Deputy Director of the Early Childhood Development Department under the China National Children's Center, and Wang Wen, a volunteer from Gansu Province, launch the new campaign at the UNICEF China office.

Beijing, 7 June 2024 – UNICEF, the Center for Women and Children's Health of the National Health Commission (NHC) and other partners today launched a new public campaign, ‘Parent with Purpose, Nurture their Future’. This aims to build awareness of the importance of early childhood development (ECD), and to equip parents and caregivers with the knowledge, skills and tools to give their children the best start in life, by providing nurturing care during the first six years.

“Early childhood development is a holistic project that requires the joint efforts of all sectors of society,” Director General of the National Center for Women and Children's Health Xu Zongyu said. “We need to enable the public, especially parents, to understand the importance of early childhood development, to acquire knowledge and skills, and to take care of young children in a scientific manner to promote their healthy and all-round development.”

Early childhood is a critical time that sets the stage for children’s future. During the first six years of life, more than one million neural connections are formed each second, a pace never repeated again. For young children to achieve their full potential in life, they need five scientifically proven things. These are: good health; adequate nutrition; early learning and stimulation; safety and security; and responsive caregiving with parents or caregivers who love them.

“Every child has the right to the best start in life,” UNICEF Representative to China Amakobe Sande said. “Early childhood, during the first six years of life, is a critical window of opportunity to shape the trajectory of a child’s development and build a firm foundation for their future through nurturing care. As these children thrive, their communities also grow and prosper, benefitting the whole of society.”

UNICEF Representative to China, Amakobe Sande, speaks during the launch event of a new public campaign, ‘Parent with Purpose, Nurture their Future’, co-hosted by UNICEF and the Center for Women and Children's Health of the National Health Commission (NHC) with support from other partners, at the UNICEF compound in Beijing on 7 June 2024.
UNICEF/China/2024/Li Hao
UNICEF Representative to China, Amakobe Sande, speaks during the launch event of a new public campaign, ‘Parent with Purpose, Nurture their Future’, co-hosted by UNICEF and the Center for Women and Children's Health of the National Health Commission (NHC) with support from other partners, at the UNICEF compound in Beijing on 7 June 2024.

The campaign launch event, held at the UNICEF compound in Beijing, highlighted the five key components of nurturing care. ECD volunteers and parents shared their experiences of UNICEF-supported ECD programmes. A mini carnival for children and their caregivers also provided a space for learning through play.

“I often encourage parents to take their children to our ECD centre, in order to join the activities, spend time and play together, and build a positive parent-child relationship,” Wang Wen, an ECD volunteer from Gansu Province, said. “Some caregivers have changed a great deal since coming to the centre.”

The event also kicked off a three-month digital and media campaign, ‘Parent with Purpose, Nurture their Future’, which will provide practical advice for parents and caregivers on early childhood development. The digital campaign will include interactive activities, such as a competition for parents to share their own experiences, and an online resource centre providing information and tips. It will also be promoted in early childhood development centres, hospitals and health centres across China.

UNICEF Ambassador and actress Ma Yili participated in the launch event, where she shared some of her own experiences as a mother. “Being a parent is a great responsibility” Ma Yili said. “I hope that every child will grow up and thrive, healthily and happily, with care from us all.”

UNICEF Ambassador and renowned actress Ma Yili speaks during the launch event of a new public campaign, ‘Parent with Purpose, Nurture their Future’, co-hosted by UNICEF and the Center for Women and Children's Health of the National Health Commission (NHC) with support from other partners, at the UNICEF compound in Beijing on 7 June 2024.
Courtesy of Ma Yili Studio
UNICEF Ambassador and renowned actress Ma Yili speaks during the launch event of a new public campaign, ‘Parent with Purpose, Nurture their Future’, co-hosted by UNICEF and the Center for Women and Children's Health of the National Health Commission (NHC) with support from other partners, at the UNICEF compound in Beijing on 7 June 2024.

While the campaign is mainly targeted at parents and caregivers, UNICEF is also working with the private sector and government to advocate for policies and funding to support families. These include workplace policies, such as parental leave and flexible working, that make it easier for working parents to care for young children; and child benefits such as tax breaks and benefits for families with children.

‘Parent with Purpose, Nurture their Future' is also supported by the China National Children's Center and China Centre for Children's Welfare and Adoption (CCCWA).

The LEGO Group provided a play area at the campaign launch and will promote messages and materials on social media and through its employee engagement activities. Kimberly Clark, through its Huggies brand, will promote the campaign on social media and to its employees.

Media partners including Xinhua News Agency, The Paper and Xuxuduoduo, and digital platforms including Weibo, Kuaishou, WeChat Channels and bilibili, have also helped to promote the campaign.

Children play at a mini carnival on the sidelines of the launch event of a new public campaign, ‘Parent with Purpose, Nurture their Future’, co-hosted by UNICEF and the Center for Women and Children's Health of the National Health Commission (NHC) with support from other partners, at the UNICEF compound in Beijing on 7 June 2024.
UNICEF/China/2024/Li Hao
Children play at a mini carnival on the sidelines of the launch event of a new public campaign, ‘Parent with Purpose, Nurture their Future’, co-hosted by UNICEF and the Center for Women and Children's Health of the National Health Commission (NHC) with support from other partners, at the UNICEF compound in Beijing on 7 June 2024.

In addition to the campaign, UNICEF is working across China to help vulnerable families with early childhood development. UNICEF is supporting the National Health Commission and partners to scale-up a programme in 30 provinces that provides integrated ECD services as part of primary health care. UNICEF is also working with the All-China Women’s Federation to set up early childhood development centres that support early learning and care for young children, and positive parenting sessions to prevent violent discipline. And, UNICEF is working with CCCWA in the Integrated Child Protection Model to set up an system for the protection and care of children and promote positive parenting among families.

To find out more, visit the campaign website at: https://www.unicef.cn/en/nurture-future


Notes for editors:
Photos, videos and speeches from the launch event can be downloaded via the link below:
https://pan.baidu.com/s/1VqQTScT1xjwhKbl5zp5cvA  
Password: zhzz

Media contacts

Liu Li
Communication Specialist
UNICEF China
Tel: +86-10-85312612
Andrew Brown
Chief of Communication and Advocacy
UNICEF China
Tel: +86-10-85312610

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