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Beijing, 10 June 2015 – Ma Yili, one of China's leading actresses and UNICEF China Special Advocate for Breastfeeding and Early Child Development has joined with UNICEF to promote the importance of e giving every child the best opportunities for early childhood development though a social media campaign that has already reached many parents and child caregivers across the country. 

In a series of dialogue discussions available on both Sina Weibo (http://weibo.com/unicefchina) and YouKu (http://i.youku.com/unicef) Ma Yili discussed early childhood development with Chen Xuefeng, UNICEF China's ECD Specialist. The interview covers a wide range of issues including good child rearing, pre-school learning and development, family care, as well as the prevention of child abuse and trafficking. It also encourages parents to do a short online survey on the importance of positive parenting (http://ecdh5.unicef.cn/h5). 

Globally evidence illustrates that the basis of good parenting and early childhood development is built on simple cost-effective interventions from making sure they eat healthy food, to providing stimulation with toys, songs, poems and playing together, to building their confidence by giving them attention and developing creativity and curiosity through play.

“Parents often feel huge amounts of pressure during the first few years of their child's life that they must go to the best school and must be learning from an early age to succeed,” said Ma Yili. The best investments in a child's life are based on holistic approach that focus on their physical, mental and emotional growth and development. “What they need most is a nurturing and safe home environments where they are given positive attention and appropriate stimulation with fun activities,” she said. 

In celebrating the 1 June Children's Day, UNICEF has launched a social media campaign with the hashtag #童年怎样才美好(How to enjoy a happy childhood) and #做个好爸妈(Be a good parent) to promote the importance of making sure every child, no matter where they live or where they are from, benefits from early childhood care and development. The topical discussions have reached more than 43 million people on Sina Weibo.

The series of dialogue discussions with Ma Yili, posted online from June 1, as part of this campaign has already received more than 138,000 views on Youku so far. She also appeared as the face to an online parenting survey that has been completed by more than 27,000 people.

“Early childhood development does not means early education, it is always a part of the holistic development of the child. It is about rearing and parenting. Families need to know about the importance of early nutrition, care and stimulation; as well as how to protect children from violent treatment; to recognize the significance of play and initiatives on quality early learning, and more.” said Chen Xuefeng, UNICEF China's ECD Specialist. “We are committed to working together with all partners to promote the holistic well-being of all young children here in China as well as around the world”.

As global evidence indicates, good nutrition, stimulation and play, love and nurturing, and protection from violence and abuse plays a critical role in the growth and development of an individual child but is also fundamental to building a stronger, more stable and prosperous society. 

Learn more about the ECD advocacy campaign: http://www.unicef.cn/ecd/

Join the online discussion: #童年怎样才美好#, #做个好爸妈# (http://weibo.com/unicefchina)

About UNICEF
UNICEF promotes the rights and wellbeing of every child, in everything we do.  Together with our partners, we work in 190 countries and territories to translate that commitment into practical action, focusing special effort on reaching the most vulnerable and excluded children, to the benefit of all children, everywhere.  For more information about UNICEF and its work visit: www.unicef.org

Visit UNICEF China website: www.unicef.cn              

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For further information, please contact:
Christopher de Bono, UNICEF East Asia and Pacific, Bangkok, +66 02 3569406 (office) +66 84 427 7431 (mobile), cdebono@unicef.org
Andrew Brown, UNICEF East Asia and Pacific, Bangkok, +66 02 3569406 (office) + 66 84 3347506 (mobile), ambrown@unicef.org
Shantha Bloemen, UNICEF China, +8610 85312610, sbloemen@unicef.orgor Liu Li, UNICEF China, +8610 85312612, liliu@unicef.org