UNICEF and Bilal Maqsood unveil Bachpan Bemisaal, to Champion Early Childhood Development on World Children’s Day.

Karachi, 20 November 2025 – On World Children’s Day, UNICEF and celebrated artist Bilal Maqsood 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.

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,” said Bilal Maqsood.
“Every child deserves love, play, and attention, and if we give 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 Melissa, Chief Programme Section, UNICEF Pakistan.

“Early Childhood Development 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,” said Dr. Saba Shuja, Early Childhood Development Manager, UNICEF Pakistan.

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.