The United Nations World Food Programme (WFP) launched a fundraising initiative in Beijing on Wednesday to improve nutrition in pregnant women and infants in China and Nepal.

The one-year "First 1,000 Days" campaign was designed and launched by the WFP, and China Children and Teenagers Fund (CCTF).

Online campaigns will spread awareness about nutrition during the first 1,000 days, from conception to a child's second birthday, which is crucial to the physical growth and cognitive development of kids.

The money raised will support nutrition programs in western China and Nepal, where the WFP and the CCTF provide specially designed food to expectant mothers and kids.

The WFP and the CCTF also tackle problems including poor access to basic health services.

According to the United Nations, 795 million people suffer from hunger today around the world.

Statistics in 2011 showed that around 90 percent of the 165 million children suffering from malnutrition in the world were in Asia and Africa.

"Undernutrition is a global problem - and it must be a global priority," said Getachew Diriba, WFP representative in China, adding that the WFP is committed to end hunger and malnutrition with support from enterprises and individuals.

Last year, the WFP supported 7.3 million children and 3 million women who needed nutritional support.

Li Na, a former Chinese tennis player and mother, also helped to promote this cause.

"Every contribution will make a difference. Let's join WFP and the CCTF and ensure that for every kid in Asia, the first 1,000 days mark the beginning of a life full of promise," said Li.

(Source: Xinhua)