In her role as a Goodwill Ambassador, Lilly Singh will use her massive digital presence to engage children and youth and empower them to speak out about the challenges they face.
“I will use my voice to support its mission of reaching every child. It’s time to stand for what your kids want and not society,” said Ms Singh.
“I chose Madhya Pradesh because I’ve never been there before and I didn’t just want to skim over the problems. I wanted to understand why they exist,” Ms Singh said.
During her field visit and interaction with young girls she realised that young girls lack knowledge about the internet as compared to their male counterparts.
“It’s a huge resource and shocking that there is an inequality in access and understanding. I would like to make more videos in Hindi or with subtitles so my voice is far reaching,” she added.
When asked about the unusual choice of brand ambassador for UNICEF who are usually famous celebrities, India Representative Dr Yasmin Ali Haque told NDTV, “Lilly has over 11 million followers and we wanted her digital presence to have the far reaching effect and an interactive understanding about the gaps that need to be bridged.”
Ms Singh, 28, is better known by her YouTube username Superwoman. Since beginning her channel in October 2010, her videos have received over 2 billion views, and her channel has over 11 million subscribers. She was born in Toronto to Indian parents who moved to Canada from Punjab.
Her strong connection to Punjabi culture and language comes from her environment at home and frequent trips to India.
“I am excited about beginning my UNICEF journey from India because my parents are from here and I had never been to Madhya Pradesh, so I want to understand why children miss out on opportunities here,” she said.