Chen Kun, one of China's most successful performing artists, was appointed as UNICEF Ambassador for China on April 5th. Chen Kun will use his new role to help UNICEF advocate for the protection of children's rights.

At a ceremony held in the UNICEF China compound, Chen signed his official letter of appointment with Ms Gillian Mellsop, UNICEF Representative to China. Under the agreement he will visit UNICEF and Government of China field projects, learn about the challenges facing children in China's under-developed communities and help to empower the public to play their part in improving the situation of children.

Following the signing Chen Kun helped to formally launch UNICEF's new official website in China, www.unicef.cn.

In China, Chen Kun joins Yang Lan and Maggie Cheung as UNICEF's celebrity ambassadors. UNICEF Ambassadors are prominent individuals from the worlds of art, entertainment, sport or other fields of public life who raise awareness of the priorities for children and extend the public outreach of programmes for children.

Video: Sun Peng
Voiceover: Chris Clark
Producer: Flora Yue