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Our Social Responsibility


We strive to keep Filipinos safe, strong and resilient.

Our initiatives


SAFE STEPS is created and developed by Prudence Foundation, the community investment arm of Prudential plc in Asia and Africa. At its core is a series of public service announcements (PSAs) that aim to raise awareness and provide easy-to-understand educational information on life-threatening issues in the hope of saving lives and building more resilient communities.

It is a partnership between Prudence Foundation, the International Federation of Red Cross and Red Crescent Societies (IFRC) and National Geographic for all programmes.  The Federation Internationale de I’Automobile (FIA) is also a principle partner for SAFE STEPS Road Safety and Didier Drogba Foundation for SAFE STEPS Road Safety Africa.

SAFE STEPS reaches over 250 million people everyday in Asia via its multi-sectors distribution partners, and 80 million people in Africa monthly via multi-media distribution.

Pru Life UK works closely with organizations in public and private sectors, such as the Metro Manila Development Authority, Office of Civil Defense, Philippine Red Cross, and Manila Ocean Park, to promote SAFE STEPS across the country.

SAFE STEPS Natural Disasters in the Philippines

SAFE STEPS Natural Disasters was launched in 2014 by Prudence Foundation, in partnership with National Geographic Channel (NatGeo). With global boxing icon Manny Pacquiao as ambassador, the program demonstrates survival tips for common catastrophes, including preparing a life-saving emergency kit.

SAFE STEPS Road Safety in the Philippines

SAFE STEPS Road Safety is a long-term educational program comprising 60-second public service announcement videos, which focus on the key reminders for both motorists and pedestrians.

Prudence Foundation announced in February 2016 that it has teamed up with the current Global Road Safety Ambassador for the UN Decade for Road Safety 2011-2020, internationally acclaimed actress and producer Michelle Yeoh, together with NatGeo, and the Federation Internationale de l’Automobile (FIA), for the launch of SAFE STEPS Road Safety.

SAFE STEPS First Aid in the Philippines

Building on the success of its two previous SAFE STEPS programs, SAFE STEPS First Aid aims to provide people throughout Asia with essential first aid knowledge, enabling them to be less vulnerable in emergency situations and prepared to save a life. SAFE STEPS First Aid comprises a series of public service announcement videos featuring three SAFE STEPS First Aid ambassadors who are dedicated to saving people in their everyday life. They are: Filipino-American doctor and humanitarian Dr. Maria Guevara, Bali-based lifeguard Marshello Aryafara, and Singaporean paramedic Wee Chee Ong.

Launched in September 2017, SAFE STEPS First Aid is developed by Prudence Foundation together with the International Federation of Red Cross, Red Crescent Societies, and NatGeo. The program was locally activated in partnership with the Philippines Red Cross.

Click here for more information on Safe Steps.

Since 2013, Prudence Foundation has been supporting the implementation of Safe Schools in partnership with Save the Children and Plan International across Asia. Safe Schools falls under a world-wide and ASEAN initiative, focused on making students, teachers and the local community more resilient to natural disasters. It helps to address the targets of the Sendai Framework for Disaster Risk Reduction and Sustainable Development Goals.

Children have the right to feel safe when at school and to keep learning despite the disruptions natural disasters can have on their learning. Safe Schools addresses this by focusing on each school having the three pillars:

  •  Pillar 1: Safe Learning Facilities

  •  Pillar 2: School Disaster Management

  •  Pillar 3: Risk Reduction and Resilience Education


Since 2013, the programme has directly benefitted over 90,000 children and 42,000 adults who have been trained in Disasters Preparedness. The programme outcome has also indirectly benefitted over 200,000 community members from the Philippines as well as in Cambodia, Indonesia, Thailand, and Vietnam.

 Local partners

  • Habitat for Humanity Philippines

  • Plan International Philippines

  • Save the Children Philippines

  • Metro Manila Development Authority

  • Office of Civil Defense

  • Philippine Red Cross

  • Manila Ocean Park