“Sesame Street” has joined forces with Unicef and Lang Lang, a world-renowned pianist and United Nations Messenger of Peace, to create a public service announcement promoting early childhood development in China.

The PSA features Lang Lang, Cookie Monster and two young friends creating a storybook. As they discuss what it should be about, they demonstrate why early childhood development is a critical investment for every child.

The PSA is available on both the Unicef and “Sesame Street” social media channels and websites and is also being promoted on “Sesame Street’s” branded sections in China.