This paper argues that, in relation to children, this vital change in approach must go beyond a consideration of survival, health and education rights already specifically referred to in the millennium development goals (MDGs), to encompass rights relating to children’s protection and care. These include recognition of the central importance of family-based care for child wellbeing, and children’s rights to be free from violence, exploitation, abuse and neglect. It is argued that only through a consideration of such rights will it be possible to make wide-reaching and sustainable progress in efforts to alleviate child poverty, increase access to education, improve maternal and child health, and reduce the spread of HIV and AIDS