In a significant step toward strengthening Pakistan’s early learning landscape, UNICEF has introduced Bachpan Bemisaal an innovative childhood development series created in collaboration with musician Bilal Maqsood aiming to redefine how children receive early education, stimulation and emotional support through culturally rooted, high-quality content.
UNICEF’s four-part series, developed under the Pakkay Dost banner, blends music, storytelling and playful learning techniques to promote Early Childhood Development (ECD). The initiative underscores the essential role of affection, nutrition, hygiene, early stimulation and interactive play in shaping a child’s cognitive, emotional and physical growth.
Speaking at the launch, Bilal Maqsood said the project seeks to inspire “a meaningful shift in societal attitudes.” He stressed that the earliest years of life determine long-term development outcomes. “Every child deserves love, play and attention. When these needs are fulfilled from the very beginning, the impact echoes across generations,” he noted.
Actor Sanam Saeed welcomed the initiative, describing it as a long-overdue intervention in a country where tailored children’s content remains limited. “This direction is exactly what was needed. Pakkay Dost is giving children a chance to learn through engaging, imaginative and age-appropriate material,” she said.
Actor Sanam Saeed added that such resources are particularly valuable for parents juggling work and home responsibilities, helping children develop emotionally, socially and academically.
She further highlighted that well-produced children’s programming can provide meaningful engagement at home. “Education is not limited to textbooks. It includes music, science, emotions, behavior and culture and children need exposure to all of it,” she said.
Actor Ayaz Khan highlighted the pressing need for culturally relevant children’s programming on mainstream media, noting that much of the content currently available fails to reflect local traditions and values. He urged broadcasters to prioritize young audiences, emphasizing, “Television is dominated by dramas, leaving little space for children’s education and engagement. It is imperative to allocate dedicated airtime to nurture and entertain our younger generation responsibly."
Dr. Saba Shuja, UNICEF Pakistan’s ECD Manager, termed early childhood development as the country’s “wisest investment,” stressing that children who receive proper care, nutrition, and sensory stimulation in their formative years grow into healthier, more capable individuals ready to learn and positively impact society.
Dr Shuja added that the Bachpan Bemisaal series has been designed to close the widening gap in children’s educational content while equipping parents, caregivers and communities with simple, accessible tools to support early learning at home.
