A campaign to improve nutrition for mothers and babies was launched in Beijing on Tuesday by the China Children and Teenagers' Fund and the UN's World Food Program.

The program will focus on the first 1,000 days of life — from the start of pregnancy to the infant's second birthday.

Providing the right nutrition during this crucial period can boost long-term health.

This is the first time the fund, one of China's largest non-profit organizations, has worked with the UN agency.

"Focusing on nutrition means bringing partners together to invest in the future of mothers and children," said Chen Xiaoxia, the fund's secretary general.

"We hope the private sector and the general public will join us in ensuring that for every child in Asia, the first 1,000 days mark the beginning of a life full of promise."

Funds raised by the joint initiative will support nutrition programs in China and Southeast Asia.

"Under-nutrition is a global problem, and it must be a global priority," said Jay Aldous, the program's global director of private sector partnerships.

"That's why we are working with corporate partners and organizations such as CCTF to raise funds for and awareness of our programs that have the power to change children's lives so they can build their futures."

The organizations plan to stage corporate and online fundraising campaigns to support the UN's Zero Hunger Challenge, which aims to eliminate food shortages globally.