Chen Kun was appointed the third UNICEF Ambassador for China, April 5, 2012. In his speech, Chen emphasized how proud he feels about receiving the appointment and how much he is looking forward to joining the UNICEF family and helping disadvantaged children. [Photo: Zhang Rui / China.org.cn]

Movie star Chen Kun was appointed as UNICEF Ambassador for China in Beijing on Thursday . Chen said he would use his new role to help UNICEF advocate for the protection of children’s rights.

At a ceremony held in the UNICEF China compound, Chen signed his official letter of appointment with Ms. Gillian Mellsop, UNICEF Representative to China. Under the agreement he will visit UNICEF and Government of China field projects, learn about the challenges facing children in China’s under-developed communities and help encourage the public to play their part in improving the situation of children.

Following the signing Chen Kun helped to formally launch UNICEF’s new official website in China (www.unicef.cn).

"We are very happy to welcome Chen Kun into the UNICEF China family,” said Ms Gilliam Mellsop, UNICEF China Representative. “He will strengthen our ability, in partnership with the Government of China, to increase awareness of the urgent needs of China’s most vulnerable children. UNICEF has long years of experience working with artists and celebrities help shine a light on children’s issues.”

"I will support UNICEF to engage parents with correct information on preschool education, rally more support to the children with disabilities, orphans, left-behind children, and children victimized by domestic violence, and work with every citizen to create a better world fit for children.” He said.

The appointment ceremony was broadcast live via Sina Weibo to millions of micro-blog followers of Chen Kun and UNICEF. With more than 10 million followers, Chen Kun often tweets about his thoughts on philanthropy. In his new role, he will share more information with his followers on UNICEF’s mission and on urgent children’s issues.

In 2010 and 2011, Chen Kun gave his image and voice to UNICEF during celebration of Global Handwashing Day. His involvement helped share the simple yet highly effective life-saving hygiene practice with an audience of many millions in China. Handwashing with soap can prevent dangerous childhood diseases like pneumonia and diarrhea, which are among the leading causes of child mortality in rural China.

Chen Kun speaks at the appointment ceremony at UNICEF China in Beijing, capital of China, April 5, 2012. The movie star was appointed UNICEF Ambassador for China in Beijing on Thursday. [Photo: Zhang Rui / China.org.cn]

"I was impressed by the group of UNICEF staff I worked with. They are very caring, genuine, and passionate professionals in child rights protection. Through their work, they can really improve children’s situation.” He recalled.

"Though China still needs to improve its philanthropy system, the positive side shall be given more attention, as the assistance has made a real difference in the lives of so many children and they are having a better future now.”

As the first UN agency to appoint Goodwill Ambassadors, having started in 1954 with the selection of US actor/comedian Danny Kaye, today UNICEF partners with more than 300 celebrities and Goodwill Ambassadors serving at global, regional and national capacities.

Now as the father of a son, Chen Kun sees from his own experience the importance of a safe, secure and positive environment for a child’s development, which also has motivated him to work with UNICEF.

"I instill in my son the basic values of right and wrong, what we have to do, such as be filial to the elder, respectful to teachers and seniors, caring for peers and the like. I help him to develop his own judgment and sense of social responsibility, such as how to help other children.”

In China, Chen Kun joins Yang Lan and Maggie Cheung as UNICEF’s celebrity ambassadors. UNICEF Ambassadors are prominent individuals from the worlds of art, entertainment, sport or other fields of public life who raise awareness of the priorities for children and extend the public outreach of programmes for children.