Created and developed by Prudence Foundation, the community investment arm of Pru Life UK’s regional headquarters Prudential Corporation Asia, SAFE STEPS is a long-term pan-Asian disaster preparedness educational programme with multiple platforms covering on-air videos, an informative website, and educational collaterals that can be shared through community-based activities.

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), part of the FOX Networks Group Asia, with global boxing icon and humanitarian Manny Pacquiao as ambassador. The programme demonstrates easy-to-understand survival tips for the most common catastrophes, including preparing a life-saving emergency kit.

SAFE STEPS Road Safety in the Philippines

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), to launch the SAFE STEPS Road Safety programme.

SAFE STEPS Road Safety is a long-term educational programme comprising of 60-second public service announcement videos, which focus on the key aspects to bear in mind for both motorists and pedestrians.

In the Philippines, Pru Life UK is promoting the program with partners such as the Metro Manila Development Authority, taking action to spread awareness on the importance of road safety.

SAFE STEPS First Aid in the Philippines

Launched in September 2017, SAFE STEPS First Aid is developed by Prudence Foundation together with the International Federation of Red Cross and Red Crescent Societies and NatGeo.

Building on the success of its two previous SAFE STEPS programmes, SAFE STEPS First Aid aims to provide people throughout Asia with essential and easy-to-understand first aid knowledge, enabling them to be less vulnerable in an emergency situation and prepared to potentially save a life.

At its core, SAFE STEPS First Aid comprises a series of public service announcement videos, each featuring one of three SAFE STEPS First Aid ambassadors, with whom Prudence Foundation has chosen to partner with for their dedication to saving people in their everyday life. They are Fil-Am doctor and humanitarian Dr. Maria Guevara, Bali-based lifeguard Marshello Aryafara, and Singaporean paramedic Wee Chee Ong.

Click here for more information on Safe Steps.

Recovery programs and relief operations

On November 8, 2013, super typhoon Yolanda (international name: Haiyan) took at least 6,300 lives, affected over 14 million people, and caused PhP 571.1 billion (USD 12.7 billion) in damages in the Philippines. About 90% of the Bantayan Island population was displaced by the super typhoon, leaving them in need of housing and livelihood support.

This prompted Pru Life UK, through Prudential Corporation Asia and Prudence Foundation, to commit USD 2 million in 2013 to support the relief and long-term recovery efforts in the affected areas. Through the Regional PRUvolunteer Programme, the team – which comprises life insurance and asset management employees from the United Kingdom and 14 Asian markets including the Philippines (Pru Life UK) – has completed a total of five legs of building new houses together with the local community and international non-governmental organization Habitat for Humanity Philippines.

In March 2017, 126 disaster-resilient homes – which can withstand magnitude-8 earthquakes and winds of up to 275 kilometers per hour – were turned over to home partners. Prudence Foundation also provided sustainable livelihood through the contribution of 183 motorized boats with fishing nets and 140 cycle rickshaws.

In 2015, Pru Life UK reached out to vulnerable communities through the Rice Bucket Challenge, where the Agency operations, namely agency leaders and agents pledged to fund 3,000 buckets of rice for distribution in areas affected by typhoons. By mobilizing Pru Life UK employees from the head office, as well as volunteers from the Agency Force to lend a helping hand in this cause, the Company continues to fortify its commitment to disaster relief operations.

On October 15, 2013, central Philippines experienced an earthquake that claimed over 200 lives and PhP2.5 billion (USD55.6 million) in damages. Pru Life UK, through Prudence Foundation, worked with Save the Children to provide immediate humanitarian relief such as household kits and child-friendly space tents to populations affected by the earthquake in Bohol. Approximately 1,470 individuals and 426 children benefited from the initiative.

Pru Life UK also partnered with Plan International to provide shelter-repair materials in affected barangays in Bohol. Shelter materials were distributed to 374 families while tool kits were given to 375 families in three barangays.

The torrential rains caused by typhoon Maring resulted in extreme flooding in several provinces of Luzon, including Metro Manila, displacing more than 600,000 people and damaging at least 125,248 households. To address immediate needs in the evacuation centers, Pru Life UK partnered with Plan International to provide hygiene kits and jerry cans to a total of 3,000 households in Bataan.

Pru Life UK also partnered with Save the Children to provide relief items such as water and newborn kits to around 2,750 affected individuals in Malabon.

Through the support of Prudence Foundation, Pru Life UK and Prudential Corporation Asia worked with international NGOs Plan International and Save the Children to provide school kits and household kits for at least 18,430 families in Compostela Valley, Davao Oriental, and Agusan del Sur.

Pru Life UK, its employees, and Prudential Corporation Asia pooled resources and tapped Plan International to support rehabilitation efforts in Mindanao for communities devastated by floods and landslides caused by typhoon Sendong. Four schools in Lanao Del Sur and two in Cagayan de Oro received back-to-school and emergency preparedness kits.

In 2009, when Tanay, Rizal was hit severely by typhoon Ondoy, Pru Life UK worked with Plan International to aid the victims by reaching out and helping children recover from the trauma caused by the calamity.

Pru Life UK partnered with the Corporate Network for Disaster Response (CNDR) to support the province-wide implementation of 'Noah's Ark', a Disaster Risk Reduction and Management (DRRM) project in Cebu. The project aimed to increase the capacity of local governments and high-risk communities when responding to disasters caused by flooding.

In 2013, Prudence Foundation announced a three-year commitment worth over PhP 100 million for programs in the Philippines that focus on disaster preparedness and pre-school child care. This is part of Prudence Foundation’s series of multi-country programs across Asia that run in partnership with international NGOs Save the Children and Plan International.

Dubbed ‘Urban DRR Program’, the initiative with Save the Children focuses on the municipality of Hagonoy, Bulacan and works to increase an estimated 6,000 Filipinos’ resilience in coping with hazards caused by disasters. The program helps ensure that children have access to the education they need and that schools in the municipality will be able to withstand disasters.

Meanwhile, the ‘School-based Climate Smart Disaster Risk Reduction Project’ with Plan International integrates a disaster risk reduction program in schools in Tanay, Rizal, one of the towns greatly affected by typhoon Ketsana (Ondoy) in 2009. Teachers and students from six public schools are trained on disaster risk reduction and other preparedness training.

Local partners

Metro Manila Development Authority

Habitat for Humanity Philippines

Save the Children

Plan International

Corporate Network for Disaster Response

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