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Beijing, 5 April 2012 –Chen Kun, one of China's most successful performing artists, was today appointed as UNICEF Ambassador. Chen Kun will use his new role to help UNICEF advocate for the protection of children's rights.

At a ceremony held in the UNICEF China compound, Chen signed his official letter of appointment with Ms. Gillian Mellsop, UNICEF Representative to China. Under the agreement he will visit UNICEF and Government of China field projects, learn about the challenges facing children in China's under-developed communities and help to empower the public to play their part in improving the situation of children.

Following the signing Chen Kun helped to formally launch UNICEF's new official website in China (www.unicef.cn).

"We are very happy to welcome Chen Kun into the UNICEF China family,” said Ms Gilliam Mellsop, UNICEF China Representative. “He will strengthen our ability, in partnership with the Government of China, to increase awareness of the urgent needs of China's most vulnerable children. UNICEF has long years of experience working with artists and celebrities help shine a light on children's issues.”

"I will support UNICEF to engage parents with correct information on preschool education, rally more support to the children with disabilities, orphans, left-behind children, and children victimized by domestic violence, and work with every citizen to create a better world fit for children.” He said.

©UNICEF/China/2012/Zheng Huansong On 2012 April 5th, Chen Kun was appointed as the third UNICEF Ambassador. In his remarks Chen Kun emphasized how proud he feels on receiving the appointment and that he is looking forward to joining the UNICEF family and helping disadvantaged children.

The appointment ceremony was broadcast live via Sina Weibo to millions of micro-blog followers of Chen Kun and UNICEF. With more than 10 million followers, Chen Kun often tweets about his thoughts on philanthropy. In his new role, he will share more information with his followers on UNICEF's mission and on urgent children's issues.

In 2010 and 2011, Chen Kun gave his image and voice to UNICEF during celebration of Global Handwashing Day. His involvement helped share the simple yet highly effective life-saving hygiene practice with an audience of many millions in China. Handwashing with soap can prevent dangerous childhood diseases like pneumonia and diarrhea, which are among the leading causes of child mortality in rural China.

"I was impressed by the group of UNICEF staff I worked with. They are very caring, genuine, and passionate professionals in child rights protection. Through their work, they can really improve children's situation.” He recalled.

"Though China still needs to improve its philanthropy system, the positive side shall be given more attention, as the assistance has made a real difference in the lives of so many children and they are having a better future now.”

As the first UN agency to appoint Goodwill Ambassadors, having started in 1954 with the selection of US actor/comedian Danny Kaye, today UNICEF partners with more than 300 celebrities and Goodwill Ambassadors serving at global, regional and national capacities.

Now as the father of a son, Chen Kun sees from his own experience the importance of a safe, secure and positive environment for a child's development, which also has motivated him to work with UNICEF.

"I instill in my son the basic values of right and wrong, what we have to do, such as be filial to the elder, respectful to teachers and seniors, caring for peers and the like. I help him to develop his own judgment and sense of social responsibility, such as how to help other children.”

In China, Chen Kun joins Yang Lan and Maggie Cheung as UNICEF's celebrity ambassadors. UNICEF Ambassadors are prominent individuals from the worlds of art, entertainment, sport or other fields of public life who raise awareness of the priorities for children and extend the public outreach of programmes for children.

About UNICEF in China:
UNICEF first assisted China between 1947 and 1951, providing emergency services, food and nutrition, health and hygiene training during and after the CivilWar. In 1979 UNICEFofficially commenced its cooperation with the Government of China to support child health and nutrition, good water and sanitation, quality basic education for all boys and girls, and the protection of children from violence, exploitation, and AIDS. UNICEF is on the ground in over 190 countries and territories to help children survive and thrive, from early childhood through adolescence.

Visit our official website: www.unicef.cn
Follow us: Sina Weibo http://weibo.com/unicefchina Tecent Weibo http://t.qq.com/unicef

For further information, please contact: Dale Rutstein, UNICEF China, +8610 65323131 ext. 1301, drutstein@unicef.org or Liu Li, UNICEF China, +8610 65323131 ext. 1303, liliu@unicef.org