Media Center

Quan Xiaoshu, Xinhuanet.com, Monday 16 December- With her hair loose and easy, her clothing plain and simple, Maggie Cheung was sitting at the front row among dignitaries, officials and guests, graceful as always, yet not looking to draw any attention. 

©UNICEF/China/2013/Jerry Liu   Maggie met a 2 years old boy durting her visit to Yunnan.

As UNICEF Ambassador to China, Maggie was supporting the "Take Action Together – End Violence against Children," campaign, jointly organized by the Department for Women's Rights and Interests, All China Women's Federation (ACWF) and the China Office of United Nations Children's Fund (UNICEF). Her simple style made a quiet statement: right now I am not playing the role of celebrity.

“Now there are many days when I don't have to be a celebrity; I can just be an ordinary person, down to earth.” Maggie shared with Xinhuanet about changes in her life after becoming involved in philanthropy.

It was in 2007 that Maggie's path first crossed UNICEF's. As a spokesperson for Audi, she went on a field visit co-organized by the automobile maker and UNICEF. “I was chatting with the UNICEF staff”, Maggie recalled, “They realized that I was really looking to do something, and so they invited me”.

The word “down-to-earth” kept coming up when Maggie talked about her relationship with UNICEF: she was eager to do something “down-to-earth”, and UNICEF offered such a path. It is nothing like show business; it's not for those who seek vanity or fame.

In her role as UNICEF Ambassador to China, Maggie has made 7 field visits in the past 6 years, tomobilize help for the most vulnerable children, like those affected by HIV and AIDS, children with disabilities, orphans, and children in poverty. In November 2013, she went to Yunnan to learn about a community-based child protection program, and visited children who had experienced violence and abuse.

Often times, children who have been through deeply traumatic experiences are very sensitive, introverted, and quiet. But Maggie always found a way to connect with them: helping with the household chores, enjoying a simple bike ride or improvising on a toy piano. She instantly gave her heart to them, always finding a way to cheer them up. “Sincerity will open the door for you to their hearts”, Maggie shared.

There was a girl that Maggie sympathized with the most. She mistrusted a “friend” and left home with him, only to find herself held captive and sexually exploited.

“Actually I was a bit nervous about meeting with her, because I didn't want her to re-live and be hurt again by that experience, “ said Maggie, “I tried not to ask too much or anything that was too specific.” But there was no need for this worry - later during the interview, Maggie was impressed by how strong and optimistic the girl was, especially thanks to the interventions and help from local women's federation and psychological professionals. The girl hoped that her story could help others to avoid such an unfortunate experience. 

©UNICEF/China/2013/Jerry Liu   Maggie is talking with the children who has just got self-protection training.

As an actress, Maggie has lived so many different lives; while as the UNICEF Ambassador, she has also met people with so many different stories. Maggie believes that her engagement in philanthropy in the past few years has changed her.

“I was a little spoiled. Since I started my acting career at the age of 18 to when I was in my 30s. I had always been the center of attention and surrounded by so many people”, said Maggie, “But now, I am more down-to-earth, and I can see the real meaning of life”.

“I barely go shopping anymore, despite how much I use to love it.  You don't need a lot of things to be happy,” said Maggie, “the more you see, the more you've been through, the more you'll know what true happiness is.”

Maggie entered the entertainment industry at a young age, and has experienced huge fame and many successes. Now, she seems to have gained a comfortable distance from that circle, to enjoy the pleasure of being an ordinary person.

When asked about whether philanthropy is her current focus of work, Maggie pondered for a while, and then clarified, “I don't think philanthropy is work at all; it's more of an obligation, a duty.”

“For me, the movies, the music and the advertisements, those can be defined as work. Even some UNICEF activities are work too, for I need to wear makeup and face the camera. But that's something I feel happy to do”.