UNICEF has launched a new early childhood development initiative, Bachpan Bemisaal, in collaboration with musician Bilal Maqsood. The four-part series, created under UNICEF’s Pakkay Dost banner, uses music, storytelling and educational entertainment to promote Early Childhood Development (ECD).

The programme highlights the foundational role of love, nutrition, hygiene, play and early stimulation in a child’s healthy cognitive and physical growth.

At the launch event, Bilal Maqsood said the project aims to spark “positive change in societal attitudes.” “Every child deserves love, play and attention. If we provide these in the earliest years, the impact lasts for generations,” he said.

Actress Sanam Saeed, speaking to The Express Tribune, emphasised that accessible content becomes crucial when parents are balancing demanding routines. “There has always been a need for quality children’s content. I used to watch Sesame Street myself. Parents are often busy with work or household responsibilities, and raising a child is not an easy thing. So whenever tools and educational programmes are available, they help children develop better, shape their personalities, and prepare them to become responsible adults in the future.”