UNICEF and celebrated artist Bilal Maqsood have launched Bachpan Bemisaal, a powerful new series that champions Early Childhood Development (ECD) – the foundation of every child’s health, learning and wellbeing through storytelling and music – on World Children’s Day.
Jointly conceived by Bilal Maqsood and UNICEF, Bachpan Bemisaal is a four-part series under the Pakkay Dost banner that brings science to life through relatable characters and stories, heartfelt songs and local humour. The episodes focus on how responsive caregiving, love, nutrition, hygiene, play and early stimulation build stronger brains.
Created to reach millions of parents, teachers, community educators and young audiences, the series provides practical, evidence-based guidance in an entertaining way, proving that nurturing care doesn’t require wealth, only awareness and intention.
“Bachpan Bemisaal is about changing how we see childhood,” Maqsood said, adding that every child deserves love, play and attention, and if it is given to them that early, the impact lasts for generations.
“Child rights are not abstract principles. They are lived realities. They are present when a child is safe, healthy, learning and loved, and they are missing when children face poverty, exclusion, violence or limited opportunities,” said UNICEF Pakistan Chief Programme Section Melissa.
UNICEF Pakistan Early Childhood Development Manager Dr Saba Shuja said ECD is one of the smartest investments a country can make. “When children receive care, nutrition and stimulation in their earliest years, they grow up healthier, learn better, and contribute more meaningfully to society.”
The launch event convened youth parliamentarians, educators, health experts, media, and children and adolescents — a powerful cross-section of Pakistan’s next generation of advocates for child rights and wellbeing.
By blending creativity with public health communication, Pakkay Dost’s Bachpan Bemisaal redefines how early childhood messages are delivered, making care, connection and compassion the building blocks of a stronger nation.