Prudence Foundation - Red Cross partnership

Prudence Foundation - Office of Civil Defense

Safe Steps - First Aid

Prudence Foundation - Red Cross partnership
Prudence Foundation - Office of Civil Defense
Safe Steps - First Aid

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 program with multiple and easy-to-understand platforms covering on-air videos, an informative website, and educational collateral that can be shared through community-based activities.

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 of 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.

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. The team was comprised of life insurance and asset management employees from the UK and 14 Asian markets, including the Philippines (Pru Life UK). Through the Regional PRUvolunteer Program, they completed five legs of building new houses together with the local community and international non-governmental organization, Habitat for Humanity.

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.

The rain brought by typhoon Maring resulted in the flooding of several provinces in Luzon, including Metro Manila, displacing 600,000 people and damaging 125,248 households.  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 water and newborn kits to around 2,750 affected individuals in Malabon.

Prudence Foundation, Pru Life UK, and Prudential Corporation Asia worked with 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 affected by typhoon Pablo.

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

In 2015, Pru Life UK reached out to vulnerable communities through the Rice Bucket Challenge, where agency leaders and agents pledged to fund 3,000 buckets of rice for distribution in areas affected by typhoons.

Pru Life UK partnered with the Corporate Network for Disaster Response to support 'Noah's Ark'. This Disaster Risk Reduction and Management project in Cebu aimed to increase the capacity of local governments and high-risk communities’ response to flooding.

Central Philippines experienced an earthquake in 2013 that claimed over 200 lives and PhP 2.5 billion (USD 55.6 million) in damages. Pru Life UK, through Prudence Foundation, worked with Save the Children to provide household kits and child-friendly space tents to populations affected in Bohol. A total of 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 and toolkits were distributed to 375 families.

In 2013, Prudence Foundation announced a three-year commitment worth over PhP 100 million for programs in the Philippines that focus on disaster risk reduction (DRR) and pre-school childcare. This is part of Prudence Foundation’s series of multi-country programs across Asia that runs 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 raises the resilience of an estimated 6,000 Filipinos coping with hazards caused by disasters. The program helps to ensure that children have access to the education they need and that schools in the municipality will be able to withstand disasters.

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 Ondoy (Ketsana) in 2009. Teachers and students from six public schools are trained on disaster risk reduction and other preparedness training.

Local partners

  • Habitat for Humanity Philippines
  • Plan International Philippines
  • Save the Children Philippines
  • Metro Manila Development Authority
  • Office of Civil Defense
  • Philippine Red Cross
  • Corporate Network for Disaster Response
  • Manila Ocean Park
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