Recently, China Children’s and Teenagers’ Fund and Mead Johnson launched the public welfare micro-film "Half Ticket" around the "Caring for the Beginning • Early Life 1000-Day Nutrition Improvement Public Welfare Program", which won the Bronze Award of Tencent's 2020 "I Am a Chuangyi" Public Service Advertisement Contest. The video format further interprets the concept of "lighting up public welfare with technology and touching people's hearts with communication", and arouses the attention of the whole society to nutrition and health in the early stages of life.

Creative micro-films gather social attention for "Early Life Nutrition and Health"

During the Children's Day on June 1st this year, the public welfare micro-film "Brother" made the topic of nutrition and health of "1,000 days in the early life" a hot topic in the public. As a sequel to the "Brother" chapter, "Half Ticket" continues the storyline of the little protagonist's eagerness to grow taller. When he returned to his hometown, he still remembered the younger brother in the city who was younger, taller and stronger than him, and he also remembered his promise to "grow taller".

With the wish to "grow taller", the little protagonist makes cute and childish attempts again and again. He would eat more eggs to grow taller, and cry because his mother lost the old shoes he wore back from the city-because the special "insole" hidden in the shoes embodies his longing for growing taller , I hope I can stand in the last row by taking group photos of the class.

The simple emotions of the little protagonist are more moving than innocent and lovely. From the perspective of the audience, I hope he can get enough nutrition and more scientific nurturing early.

This is exactly the meaning of the micro-film "Half Ticket". Through the child's perspective, the audience can establish emotional resonance with the little protagonist's situation, so as to face up to the nutritional and health problems in early life, and arouse the attention and action of the society on the nutritional dilemma of mother and child.

Breaking through the predicament, the "Care to the Beginning" charity plan is steadily advancing

The story of "Half Ticket" is a microcosm of the health and nutritional dilemmas of mothers and babies in a few areas. The "State of Food Security and Nutrition in the World" report jointly issued by the Food and Agriculture Organization of the United Nations and other five major institutions shows that as of 2017, there are still nearly 151 million children under the age of 5 who are short in stature due to malnutrition.

Although the nutritional conditions of mothers and infants in my country continue to improve, the phenomenon of infants and young children's growth retardation still exists due to economic constraints and lagging education in some areas. Surveys from the All-China Women’s Federation and the National Health and Family Planning Commission’s Department of Maternal and Child Health Services show that children in some areas are underweight and stunted, and most stunting occurs during the early 1,000 days of life from pregnancy to birth.

In order to effectively solve the nutritional problems of pregnant women and newborns in these areas, the China Children and Teenagers' Fund joined hands with Mead Johnson to launch the "Caring for the Beginning of Life" 1000-day early life nutrition improvement charity project at the end of 2018. The “Care to the Beginning” project plans to provide targeted pregnancy nutrition assistance to 10,000 mothers and babies in 25 counties within three years, alleviate the nutritional deficiencies of pregnant women and infants in the project areas, reduce the rate of child developmental delays, and help prevent Intergenerational transmission of malnutrition in difficult areas.

In the past two years, the “Care to the Beginning” project has united government and social forces to help improve the project area through scientific and reasonable dietary guidance, free nutrition packs, and nutritional testing and flora testing for key pregnant women. Nutrition of pregnant women, infants and young children, and reduce the rate of child developmental delay. At the same time, the “Care to the Beginning” project has also established a 1,000-day nutrition knowledge and skills training system in the early life to improve the service capabilities of medical staff in various regions and effectively promote the effectiveness of maternal and child nutrition. Continuous development.

Through the unremitting efforts of all parties, up to now, the "Care to the Beginning" public welfare program has covered 15 assisting counties across the country. More than 5,600 pregnant women and more than 1,700 healthy newborns have become beneficiaries of the project, and the project has also trained 1,000 More than grassroots medical staff will effectively promote direct assistance and indirect empowerment.

Technology empowerment promotes the iteration and evolution of the public welfare model

In the course of its development, the "Care to the Beginning" charity program has always focused on using the power of digital technology and mobile Internet to promote the innovation and efficiency of charity activities. By setting up a public account and mini program of the “Care for the First” charity program on the WeChat platform, we can achieve smoother reach of the recipients, and timely provide all parties involved in the project with the knowledge, medical treatment and nutrition required for assistance and assistance A series of services, including scientific guidance during pregnancy and childbirth.

At the beginning of the year, the outbreak of the new crown epidemic once affected the development of offline services and training activities of the "Care to the Beginning" charity program. In order to maintain the progress of the project, the project and partners adjusted the communication channels for nutrition education in a timely manner, and successively launched the "big doctor face to face" online Columns such as "100 Questions for a Good Pregnancy" provide convenient nutrition education and popular science for pregnant women who are isolated at home. Through the concerted efforts of all parties, the "Caring for the First Time" public welfare program continued to ensure the smooth development of knowledge popularization during pregnancy, the distribution of nutrition packages, health follow-up, and online education during the epidemic.

The public welfare micro-film "Half Ticket" launched around the "Caring for the Beginning" charity program, you can see a story of a child's desire to grow taller. This is also the project's insight and understanding of early life nutrition issues. Enhance social attention and participation in public welfare projects through micro-films, and make full use of digital technology to carry out projects. This innovative form of public welfare is consistent with the concept of Tencent’s "I am a creator" public service advertising competition. Public welfare micro-film "Half Ticket" Stand out from hundreds of works and meet hundreds of millions of viewers through Tencent's core traffic platform, enabling the topic of "Early Life Nutrition and Health" to gain greater social influence. The “Care for the First” charity program hopes to continue to improve the nutritional and health levels of China’s mother and child groups through the joint efforts of itself and the society, so that the “half-ticket” story will not repeat itself and bring the best start to the child’s life.