“Raising a child is not an easy task,” says actor Sanam Saeed

UNICEF has launched a new early childhood 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 program emphasizes the fundamental role of love, nutrition, hygiene, play and timely stimulation in a child’s healthy cognitive and physical development.

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

Actor Sanam Saeed, speaking to The Express Tribunesaid the initiative fills a long-standing gap in Pakistan’s children’s content landscape. “This step is absolutely right. ‘Pakkay Dost’ is a platform where children are educated through entertainment,” he said.

She emphasized that accessible content is vital when parents are balancing demanding routines. “There has always been a need for quality children’s content. I watched Sesame Street myself. Parents are often busy with work or household responsibilities, and raising a child is not an easy task. So, whenever there are tools and educational programs available, they help children develop better, shape their personalities and prepare them to become responsible adults in the future.”

Saeed added that such content also helps parents keep children effectively engaged at home. “Programs like ‘Pakkay Dost’ give parents new ideas and make their lives easier… Education includes science, music, emotions, manners and culture and children should learn all these,” he said.

Actor Ayaz Khan reiterated the need for quality local programming and drew attention to the lack of culturally relevant material on television. “Kids are watching material that is not part of our culture. Parents are busy and kids spend all day in front of screens,” he said. Urging broadcasters to act, he added: “For God’s sake, at least put some children’s programs on TV. Apart from dramas, nothing else is shown, everything is ruined.”

UNICEF Pakistan ECD Director Dr Saba Shuja called early childhood the country’s “smartest investment”. “Children who receive care, nutrition and sensory stimulation in their early years grow up healthier, learn better and contribute more positively to society,” she said.

He added that the Bahpan Bemisaal The series is designed to address the widening gap in children’s content and provide parents, caregivers and communities with simple, accessible tools to support early learning.