2011 I&U Beautiful Kids, a campaign dedicated to raising public awareness of children's healthcare, was launched in Beijing on Nov 27.

Initiated by ifeng.com, sponsored by Beijing Galloping Horse Film & TV Production Co Ltd, and Dragon TV, the campaign aims to promote a child-friendly environment and urges people to give children more care and love.

The launch ceremony featured a fund raising event in the form of antique auctions that eventually raised 4.98 million yuan ($781,860). All of the money will go to the United Nations' Children's Fund (UNICEF).

Celebrity supporters include Taiwan model/actress Lin Chi-ling, mainland actor Huang Xiaoming and Galloping Horse's most influential directors, such as Ning Hao and Zhang Yibai.