Bangkok–13 Jun–Prudential Life Assurance

Prudential Life Assurance (Thailand) Public Company Limited and Prudence Foundation, Prudential’s charitable arm in Asia, together host the Cha-Ching Family Day by Prudence Foundation. The event aims to instill knowledge and skills around smart money management in Thai children. It’s based around four basic money concepts; earning, saving, spending and donating, which are demonstrated through fun, games and engaging activities, accompanied by six Cha-Ching music band members. The event is held in the Fashion Hall on the 1st floor of Siam Paragon during the 9th and 10th June and at Chiang Mai Zoo on the 16th June.

Mr. Aman Chowla, Chief Executive Officer of Prudential Thailand, said, “The Cha-Ching Family Day by Prudence Foundation is a program that aims to strengthen the financial literacy capabilities of children in Thailand and provide a long-lasting contribution to Asian societies and communities in which Prudential operates. From 2012-2017, Prudential Thailand has arranged the Cha-Ching program to run in 125 schools, reaching more than 10,800 students. We hope that children will gain important life skills from the program and become financially responsible adults in the future.”

Mr. Marc Fancy, Executive Director of Prudence Foundation, said “We believe financial literacy needs to be instilled at a young age. That’s why Cha-Ching focuses on children aged 7 to 12 years old. The main objective is to educate kids about four key money management life skills, which are to earn, save, spend and donate. Cha-Ching not only aims to impact young children but also to encourage families, schools and communities to play a part in shaping the financial behavior of future generations. We hope that through fun and engaging activities, families get to enjoy and learn at the same time.”

The Cha-Ching Family Day by Prudence Foundation will create a mock mission for children to build and grow a city using the four key fundamental money management concepts throughout activity zones; the Earn Zone: to make money from Thai children’s top 5 dream jobs, Save Zone: to create a saving habit, Spend Zone: to contemplate and think carefully before spending money and Donate Zone: to learn to share without wanting anything in return. Besides this, there are many more fun activities to participate in throughout the event.

Joining the Cha-Ching Family Day event’s fun-filled activities is talented mom, Boom Panadda Wongphudee and her kid, Nong Andaman. Dr. Jiraporn Arunakun, from the well-known Take Kids With Us Facebook page, will also be there to share ideas about how to educate children to realize the importance of developing sound financial management habits. Mac-Siri-Chaikul from We Kid (Season 2) will also come to put a smile on children’s faces through a beautiful song. Additionally, there will be a Boomerang activity booth, so there’s plenty to keep both parents and children entertained.

The idea for Cha-Ching originated after research by Prudential in 2011 found that 95 percent of Asian parents place importance on teaching their children about money management but only 13 percent think that their children have adequate money management skills. From this revelation, Cha-Ching Money Smart Kids was developed to teach young children about the basic principles of money management through a fun and educational musical animation. Cha-Ching is accessible by several mediums: Boomerang & Cartoon Network, YouTube, Facebook, the Cha-Ching website and a customized school curriculum program based on the program.

The cartoon episodes are available in 10 languages, broadcast across Asia on the Cartoon Network and in some markets on free-to-air television reaching over 34 million households a day. In Thailand, Cha-Ching is also aired on Boomerang which reaches more than 15 million households every day.

Additionally, schools across Asia have also embraced Cha-Ching’s money management concepts as learning tools, incorporating them into key learning programs in education establishments as well.

About Prudence Foundation

In 2011, Prudential established the Prudence Foundation to further drive its efforts in giving back to the communities in which it operates, building on its long-standing commitment to corporate responsibility. The Foundation provides a unified charitable platform for bringing Prudential’s regional community activities to a new level of strategic alignment and focus, to maximise the impact of its efforts across Asia

Its mission is to make a lasting contribution to Asian societies through sustainable initiatives focused on the three key pillars: Children, Education and Disaster Preparedness & Recovery. Under each pillar, the Foundation has regional flagship programmes as well as market specific programmes, working closely in partnership with local and international NGOs. The Foundation embodies the long-term and heartfelt commitment of Prudential’s people in Asia to provide innovative, focused, and practical support to their local communities.

About Cha-Ching

Cha-Ching is one of the key initiatives of the Prudence Foundation, the charitable platform of Prudential Corporation Asia. Produced in cooperation with the Cartoon Network, the leading children’s channel in the Asia Pacific, and with the expertise of Dr. Alice Wilder, an expert in educational and child psychology, ¬Cha-Ching takes an engaging and age-appropriate musical narrative approach to teach children about four key fundamental money management concepts – Earn, Save, Spend and Donate.

Cha-Ching addresses findings from its June 2011 survey, which showed that parents want to educate their children on money management using fun, interesting and catchy tools. It was rolled-out in eight Prudential markets across Asia: Hong Kong, Indonesia, Malaysia, Singapore, Thailand, Vietnam, Philippines and Korea in September 2011.

Cha-Ching is a series of three-minute animated television musicvideos for children aged seven to 12 years old that were produced by, and aired over, the Cartoon Network. Other elements of the programme include a website (www.cha-ching.com) with games and applications featuring real-life money management scenarios, online resources and activity plans which parents and teachers alike can work through with children and a mobile application for iPod touch, iPhone and iPad users that helps children track their money cycle.

Cha-Ching has gained international recognition as an exemplary programme for promoting effective financial literacy in the communities it serves. It was named Education Program of the Year in the Excellence in Financial Literacy Education (EIFLE) Awards in Orlando (April 2012), and was honoured as the Best Interstitial Series (Educational) in the Cynopsis: Kids!magination Awards in New York (June 2012). In Asia,

Cha-Ching received the Certificate of Excellence (Corporate Social Responsibility) in the Campaign PR Awards 2011 (March 2012), the Award for the Most Innovative Financial Education Programme by the Institute of Financial Planners Hong Kong (September 2012), Silver SABRE winner of widget/mobile app category (September 2013).

About Prudential Life Assurance (Thailand) Public Company Limited

Prudential Life Assurance (Thailand) opened its door for business in Thailand in 1995, as a joint investment between the Prudential Group and Thai Sethakij Life Assurance or TSLife and changed its name to Prudential Life Assurance (Thailand) Public Company Limited in 2007. Prudential Thailand has a robust multi-channel distribution platform providing a comprehensive range of savings, investment and protection products to meet the diverse needs of Thai families.





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