Partners TV Safina, UNICEF and Tcell launch the “The Art of Parenting” in Tajikistan

Dushanbe, 17 June 2025. UNICEF Tajikistan, in collaboration with the Ministry of Health and Social Protection of the Population, Tcell, and Safina TV, is pleased to announce the start of “The Art of Parenting”, a new national television programme designed to support parents and caregivers across Tajikistan with evidence-based guidance and expert advice on raising children. 

The event coincides with International Parenting Month in June each year. Parenting month is a time to celebrate and support parents and caregivers in their crucial role of nurturing children. It's a period dedicated to highlighting the importance of parenting and advocating for policies and programs that strengthen families.

Tajikistan is home to the youngest and fastest-growing population in the Europe and Central Asia region, with over 40 per cent of its 10.3 million citizens under the age of 18. Recognizing the vital role that parents play in nurturing the next generation, the new programme aims to provide practical, accessible, and culturally relevant parenting support—especially for families in rural and remote areas.

Broadcast bi-weekly on TV Safina, The Art of Parenting will feature 20-minute episodes covering a wide range of topics including early childhood development, health and nutrition, positive discipline, gender-sensitive caregiving, and emotional well-being. Each episode will include expert interviews, real-life stories, interactive Q&A segments, and practical demonstrations.

“The early years of a child's life are critical, and parents are their first and most important teachers. This programme will serve as a valuable resource to support families in providing nurturing, safe, and loving environments for their children to grow,” said Arthur van Diesen, UNICEF Representative in Tajikistan.

The first episode, titled “There is a New Baby in the House – What Should We Do?”, will guide young parents through the early days of newborn care, with a focus on safety, bonding, and early childhood brain development.

A unique feature of the programme will be the integration of digital tools such as the Bebbo mobile parenting app, which offers additional resources in the Tajik language and promotes continued learning beyond the screen. The Bebbo parenting app can be downloaded for free from the Google Play Store for Android devices and the App Store for Apple devices.

The collaboration is a joint venture between partners TV Safina, UNICEF and Tcell aimed at promoting positive parenting practices to a wide audience.

“At Tcell, as a socially responsible operator building the digital future of Tajikistan, supporting the younger generation is not just a priority—it is part of our mission. We believe that the health and well-being of children are the foundation of a sustainable society. Initiatives like 'The Art of Parenting' allow us to contribute to the development of conscious and caring parenting, particularly in remote regions. We are proud to use our technological resources to benefit Tajik families and help raise a healthy, educated generation”, said Mr. Ozodkhon Davlatshoev, Chief Executive of Tcell, Tajikistan’s largest mobile and internet provider.

By harnessing the power of television, which remains a key communication tool in a country where over 70 per cent of the population lives in rural areas, the initiative aims to bridge gaps in parenting support and ensure that every child receives the nurturing care they need to thrive.

*** Note for editors:

For more information please contact: 

Justin G. Bradfield, Chief of Communications, Advocacy and Partnerships, UNICEF Tajikistan [email protected]

UNICEF does not endorse any brand, product or services.