BANGKOK, 12 February 2020 – Central Group and UNICEF today launched #EatPlayLove - The Miracle of Family campaign to highlight the importance of parental role to a child’s physical and mental development. The campaign encourages parents to spend quality time with their children especially during the early months and years of life which is the critical period of lifelong learning and development.
The campaign features #EatPlayLove mobile exhibition which will travel across the country to strengthen awareness among parents and the public in general on the three critical elements of childhood development, including nutritious food, play and stimulation, love and protection.
“Recent survey suggested that many parents are not spending enough quality time with their children, and still have misperceptions on child care,” said Thomas Davin, UNICEF Representative for Thailand. “That’s why we need to keep promoting knowledge and practical tips on child care and encourage positive parenting practices that are key for children to enjoy the best start in life and support their lifelong learning.”
In Thailand, parents’ engagement with their young children remains low, especially among fathers, with only 1 in 3 fathers fully engaged with their children in activities that promote learning and development, according to a 2016 UNICEF-led survey. In addition, almost 8 in 10 children aged 1 to 14 in Thailand have been subjected to physical or psychological abuse, with nearly half of parents believe that physical punishment is necessary to discipline the child.
Pichai Chirathivat, Executive Director of Central Group said: “We are proud to continue supporting this campaign for the fourth year. It is crucial to provide important child care messages to parents and public. The campaign is also in line with our policy in creating shared values (CSV) under Central Tham initiatives, which focuses on improving livelihood and well-being of employees and society, including children and women and vulnerable groups.”
The launch event today was attended by celebrities and high-profile experts including Paula Taylor Buttery, actress and Friend of UNICEF, Nana Raibeena, actress, and Dr. Jiraporn Arunakul, Children and Adolescents Specialist at the Faculty of Medicine Ramathibodi Hospital and the owner of Facebook Page ‘Leang Luk Nok Baan’. In a panel discussion, they shared positive parenting tips, while urging parents to ensure to spend quality time with their children.
“Parents are children’s best toys,” said Paula who has three young children. “Whenever my children play, I play with them. These moments truly create family bonding, and it’s the time that children will always remember.”
The mobile expo will be open from 12 to 19 February 2020 at Central Plaza Ladprao, Bangkok. The expo will then go on the road for a total of 11 months, ending in December 2020. It will be set up at 10 other locations across the country such as Central World, Central Bangna, Central Festival Hatyai, Central Festival Chiang Mai and Central Plaza Khon Kaen. Showcasing a range of parenting tips, the expo will offer interactive features designed in different corners and booths to promote learning and development. For example, a book corner offers children’s books and reading activities, a dressing room has different occupation outfits where children can try them on, or a kitchen corner which features a wide range of nutritious foods.