Pru Life UK’s “Cha-Ching” represents the Philippines in Asia Pacific Ministerial Forum on ICT in Education

The Philippines’ lone British insurer Pru Life UK participated in the recently concluded Asia Pacific Ministerial Forum on ICT in Education (AMFIE) 2013 held on 26 – 28 November in Shenzhen, People’s Republic of China. Following a stringent process that selected only seven institutional programs, Pru Life UK’s Financial Literacy for the Youth program, “Cha-Ching” for Money-Smart Kids, was featured in the gallery walk exhibition for the three-day conference.

“We were delighted and equally excited to have been invited to participate in the UNESCO-led initiative forum on ICT education, where the attendees were education ministers of Asian countries, particularly the provinces of China. This opportunity offered significant public exposure and goodwill for ‘Cha-Ching’, as well as our own initiatives to advance financial literacy among school children in the Philippines,” explains Belle S. Tiongco, Pru Life UK Senior Vice President and Chief Marketing Officer.

Cha-Ching is the first multi-country, multi-platform program that aims to help parents in Asia build money-smart values for children aged seven to 12 through introducing four money smarts – earn, save, spend and donate. It was launched in Hong Kong in 2011 by Prudential Corporation Asia (PCA), the regional headquarters of Pru Life UK. In addition, the cartoon series “Cha-Ching” is being aired on Cartoon Network in seven Asian countries: Philippines, Hong Kong, Indonesia, Malaysia, Singapore, Thailand, and Vietnam.

The Philippines became the first country to integrate Cha-Ching in the grade school curriculum following the signing of a Memorandum of Agreement with the Department of Education (DepEd) in April 2012 for the integration of the Cha-Ching Financial Literacy for the Youth Program in the Grade 2 curriculum. Piloting in Upper Bicutan Elementary School in the National Capital Region (NCR) and Tagaytay Central School in the Southern Tagalog Region for school year 2012-2013 through DepEd’s Adopt-A-School program, the implementation has expanded its coverage for academic year 2013-2014 to 17 additional public schools in the National Capital Region, Northern and Southern Luzon, Visayas and Mindanao and is likewise concurrently being integrated in the syllabi of 12 partner private educational institutions. To date, Cha-Ching has benefitted over 15,000 students and trained 371 teachers in 31 schools. Three more private schools are slated to implement Cha-Ching this school year.

With the theme “Fostering Favourable Policy Environments for Mainstreaming Sustainable Innovations,” the AMFIE 2013 brought together Ministers of Education and senior officials on education technology from more than 20 UNESCO member states across the Asia and Pacific region for focused ministerial-level discussion, participatory reflections, and best practice sharing. Speakers and panel discussants representing experts, government officials, managers, researchers, and practitioners from within and outside the region also shared their experiences in mainstreaming ICT in educational systems.

Chinese Vice-Minister for Education Du Zhanyuan delivered the opening address on the first day of the forum, which also included welcome remarks from UNESCO Assistant Director-General for Education Dr. Qian Tang, and Intel Vice-President John Davies.

Held annually by UNESCO Asia and the Pacific Regional Bureau for Education since 2010, this year’s AMFIE was organized by the Chinese National Commission for UNESCO and Shenzhen Education Bureau, and was hosted by the Ministry of Education of the People’s Republic of China, UNESCO Asia Pacific office and the Shenzhen municipal government. The AMFIE 2013 has been a platform for policy-level dialogue and sharing of promising models and experiences in developing, adapting and monitoring ICT in Education policies and practices.

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.

Prudential plc is a United Kingdom-registered company. Its regional headquarters, Prudential Corporation Asia, is based in Hong Kong.

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).

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