Just when you thought David Beckham had maxed out his capacity for ambassadorial sensitiveness, he lends his voice to a UNICEF column calling for action against malnutrition in children.
"Imagine opening your daily newspaper and reading a story about a young child whose body and brain has been damaged forever because he or she didn't get the right nutrition to develop properly.
Beckham goes on to say: "Stunting is what happens when a child doesn't get the right nutrients in their first 1,000 days of life. The damage to a child's brain and body is permanent. They will never learn as much as they could if they had received the right food from the start - it can mean up to three years loss of schooling."
The L.A. Galaxy player and former England captain was one of 60 UNICEF ambassadors, including Mo Farah, who delivered a letter to Downing Street after the Olympics asking the prime minister to take action against malnutrition.
"As a father of four, I cannot sit on the sidelines when millions of children are suffering needlessly, especially when we know simple and inexpensive solutions can stop stunting."
Are there any footballers to match soon-to-be Sir David?