Prudence Foundation, SM equip moviegoers with Safe Steps disaster preparedness tips



Prudence Foundation, the unified charitable arm of Pru Life UK regional headquarters Prudential Corporation Asia, continues its commitment to promote disaster preparedness through the groundbreaking pan-Asian Safe Steps initiative in partnership with Philippine shopping mall giant SM. Pru Life UK and SM Lifestyle Entertainment Inc., the educational, sports, and recreational arm of SM Prime Holdings Inc., signed an initial one year agreement to air Safe Steps public service announcements during movie previews in all 48 SM Cinema branches nationwide. The agreement also includes the airing of the Safe Steps videos in the Mall of Asia Arena Event Bowl screens before every event or sports game held in the arena. The Movie and Television Review and Classification Board (MTRCB) supports and endorses the screening of Safe Steps videos in movie theaters nationwide.

Safe Steps is a long-term disaster preparedness educational programme with multiple platforms covering on-air videos, an informative website and educational collateral that can be shared through community-based activities. Core to the programme is a series of 60-second educational videos featuring Safe Steps Ambassador Manny Pacquiao who advises on key survival steps that individuals and households should take when common disasters such as typhoons, floods, earthquake and fire strike.

The Safe Steps public service announcements were developed in partnership with Prudence Foundation, the unified charitable arm of Pru Life UK regional headquarters Prudential Corporation Asia, and the National Geographic Channel (Nat Geo). Safe Steps currently airs across Asia in 12 FOX International Channels including Nat Geo, StarWorld and Channel [V].

In photo are (from left) Pru Life UK Assistant Vice President for Advertising and Communications Reena Villamor and Prudence Foundation Executive Director Marc Fancy turning over Safe Steps materials including public service announcements, posters and infocards to (second from right) SM Lifestyle Entertainment Inc. President Edgar Tejerero and Senior Manager for Corporate Marketing Marianne Canteras.

About Prudence Foundation

Prudence Foundation is the charitable arm of Prudential in Asia and was established in 2011. The Foundation brings Prudential’s regional community activities to a new level of strategic alignment and focus, to maximise the impact of its efforts across Asia.

Its mission is to make a lasting contribution to Asian societies through sustainable initiatives focused on the three key pillars: Children, Education and Disaster Preparedness and Recovery. Under each pillar, the Foundation has regional flagship programmes as well as market specific programmes, working closely in partnership with local and international NGOs. The Foundation embodies the long-term and heartfelt commitment of Prudential’s people in Asia to provide innovative, focused, and practical support to their local communities.

About Pru Life UK

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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