Sachin Tendulkar and UNICEF today released a new video to celebrate fatherhood and highlight the importance of love, play, protection and good nutrition for the healthy development of young children’s brains.

Video: Sachin Tendulkar on why early moments matter I UNICEF

The video will be played at the International Cricket Council Champions Trophy 2017 Final at The Oval, London on Sunday 18 June, when more than 80 countries celebrate Father’s Day.

The video features cricketer and father-of-two Sachin Tendulkar who is widely regarded as one of the greatest batsmen of all time. It is part of UNICEF’s Super Dads initiative, which invites families to post photos and videos of what it takes to be ‘super dads,’ using the hashtag #EarlyMomentsMatter on their Instagram and Twitter accounts.

To inspire families across the world to share their ‘super dads’ moments, photos and videos of UNICEF ambassadors and supporters who have got behind the campaign will be posted on UNICEF’s Instagram and Twitter, and featured on the campaign’s gallery between 6 and 18 June.

“When I was a young child, my father gave me the right amount of love, freedom and support to shape who I am today,” said UNICEF Ambassador Sachin Tendulkar. “Every kid needs protection, love, good food and play to support growth and development, and it’s up to both parents to provide these.”

Good parenting in early childhood, especially during the first 1,000 days, sparks neural connections in children’s brains, laying the foundation for their future successes. Research suggests that when children positively interact with their fathers, they have better psychological health, self-esteem and life-satisfaction in the long-term.

The ‘Super Dads’ initiative forms part of UNICEF’s #EarlyMomentsMatter campaign, which aims to drive increased understanding of how children’s environments and experiences in early childhood can shape their future health, well-being, ability to learn, and even how much they will earn as adults.

All photo and video submissions to the Super Dads initiative will feature on the #EarlyMomentsMatter gallery. UNICEF will select the most heart-warming, humorous, and imaginative photo and video submissions post them on the organization’s own digital platforms.

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