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We don't remember much about the first few years of our life - but they are vital in making us who we are. Before we've even mastered standing up, our brains are developing at an incredible rate. By the time we're five, the brain is 90% developed. If we've had the right nurturing care - including the five key areas of health, nutrition, play, learning and protection - we should be on the right road to fulfilling our potential. But millions of children are not getting the best start in life - particularly in some of the poorest parts of the world. They are missing out on that crucial early care and stimulation because their leaders have not invested properly in early childhood development. That's why Theirworld launched the #5for5 campaign - to put pressure on world leaders to take urgent action to make sure all children, especially the poorest and most marginalised, have access to the full range of nurturing care.