This document discusses inculcating values and ethics in children. It identifies five universal human values of truth, righteousness, peace, love and non-violence that are important for a child's development. Advocacy strategies are suggested to mobilize action, such as identifying issues like respecting elders and traditions, cultivating tolerance, and building character over just career skills. The goal is to target audiences like children, their families, teachers and society through different media to strengthen these values for a better future.