Pru Life UK rolls out Cha-Ching in Northern Luzon


Pru Life UK Senior Vice President and Chief Marketing Officer Belle Tiongco (center) turns over the Cha-Ching money box to College of Immaculate Conception Grade School Principal Emilia Joson (left) and Vice President for Academic Affairs Dr. Milagros Cortez (right)


Children with money on hand must learn to use money wisely. In a continuing effort to teach Filipino children wise money management skills, British insurer Pru Life UK has brought its Cha-Ching Financial Literacy for the Youth Program to College of Immaculate Conception (CIC) in Cabanatuan City. CIC is the first private school in the country to integrate the Cha-Ching money smart lessons in its grade 2 curriculum.

Children stand to benefit from learning Cha-Ching’s money smarts of earning, saving, smart spending and donating, said CIC Grade School Principal Emilia Joson. “Sometimes I go around and I see pieces of chicken, rice, thrown in the trash can which is an indication that the children need to be taught to value the money that their parents earn,” she shared. “A good number of them come from rich families, so scarcity is not a problem, and they may not value money that much.”

The Cha-Ching Money Smart Kids Program is anchored on Cha-Ching, a musical edutainment cartoon series launched by Pru Life UK regional headquarters Prudential Corporation Asia (PCA) in September 2011 and released in seven Asian markets, including the Philippines. The first multi-country, multi-platform financial literacy for the youth initiative, it was developed in partnership with leading children’s channel Cartoon Network and internationally-renowned children’s education expert Dr. Alice Wilder.

Cha-Ching is comprised of six band members, Prudence (smart), Pepper (shopaholic), Charity (giving), Zul (sensible), Justin (entrepreneurial) and Bobby (the gentle giant).

Joson looks forward to the positive effects that will be brought about by incorporating the Cha-Ching money-smart lessons in the grade 2 Math and Christian Living (CL) curricula. “I’m really impressed with Cha-Ching. Our students will be educated on how to spend their money because they will learn to value it as they grow older; they will be wiser in spending.”

CIC teachers are likewise excited to utilize Cha-Ching to supplement their instruction. CL teacher Solita Sarenas sees how Cha-Ching may support the lessons she teaches her students. “Because our students are young, they don’t know how to spend money wisely. I teach Christian Living and I can see that Cha-Ching is related to the subject matter that I teach and it will help deepen the knowledge of the children.” Math teacher Glaiza Gonzales also recognizes how Cha-Ching can aid in her teaching. “Children are more visually-inclined so just seeing the videos of Cha-Ching will really make the students interested. I can see as early as now how Cha-Ching will impart lessons on handling money wisely not just to the students but to us teachers as well.”

Pru Life UK Senior Vice President and Chief Marketing Officer Belle Tiongco is optimistic about broadening the reach of Cha-Ching and tapping both private and public schools to educate children about smart money management. “We want Cha-Ching to reach as many Filipino children as possible. Being in the business of financial wellness and protection, Pru Life UK believes that financial literacy is one of the foundations of nation building, and training our children in the habit of making wise financial decisions is one of our contributions to the country.”

Part of Pru Life UK’s corporate social responsibility program, the industry pioneer in advocating financial literacy among the youth, Cha-Ching features an animated television show, interactive website, mobile applications, parent activities and school contact programs. Through Cha-Ching, Pru Life UK aims to reach out to school children and instill the money-smart values of earning, saving, smart spending, and donating.

The Philippines became the first country to integrate Cha-Ching in the grade school curriculum when the Department of Education (DepEd) signed a Memorandum of Agreement with Pru Life UK last April to implement the Cha-Ching Financial Literacy for the Youth Program in the 2012-2013 curriculum of two pilot schools – Tagaytay Central School in the Southern Tagalog Region and Upper Bicutan Elementary School in the National Capital Region (NCR) - which will initially run for two years.

Established in 1996, Pru Life UK is a subsidiary of British financial services giant Prudential plc. Pru Life UK is the pioneer and current market leader of unit-linked or investment-linked life insurance products, and is one of the first life insurance companies approved to market US dollar-denominated unit-linked policies in the country. Pru Life UK is a life insurance company and is not engaged in the business of selling pre-need plans.

Pru Life UK and Prudential plc are not affiliated with Prudential Financial, Inc. (a US-registered company), Philippine Prudential Life Insurance Company, Prudentialife Plans, Inc. or Prudential Guarantee and Assurance, Inc. (all Philippine-registered companies).

Pru Life UK is a member of the Philippine Life Insurance Association.


Read More

Back to Top