Prudential to launch landmark financial literacy edutainment programme in seven markets across Asia

Regional - 8 August 2011

First-of-its-kind Initiative to Build Money-Smart Values for Children

Prudential Corporation Asia today announced plans to expand its financial literacy initiatives to include a landmark money-smart kids programme across seven markets in Asia.

The multi-million dollar programme will leverage the strong reach and production capabilities of Cartoon Network, the region's number one channel for kids, and the expertise of Dr. Alice Wilder, an internationally-recognised children's education specialist.

Core to the multi-media programme is the broadcast of a brand new series of animated television segments on Cartoon Network in early September for children aged seven to 12. In addition, the pan-Asia programme will include an interactive website with extensive digital resources for children, parents and educators to reinforce money management concepts and themes.

The new regional initiative from Prudential responds to a growing interest in and need for financial literacy skills development for children. This is the first time an animated musical series has been created specifically to focus on financial literacy in Asia. The programme will adopt an"edutainment" approach with an aim to teach children four fundamental money management concepts in a fun and entertaining way: Earn, Save, Spend and Donate.

Barry Stowe, Chief Executive, Prudential Corporation Asia, said:"Financial literacy has long been core to Prudential's corporate responsibility in Asia but we wanted to take our commitment to an even higher level and to a younger audience. Sound money management skills are essential in life and it is important that our children learn the basics to financial planning in a fun and engaging way. Prudential's new money-smart kids programme will rapidly accelerate our work in this important field while delivering a landmark, truly one-of-its-kind programme with Cartoon Network region-wide."

Sunny Saha, Senior Vice President and General Manager for Turner Broadcasting System Asia Pacific, Inc said:"As the number one kids' channel in Asia Pacific, Cartoon Network is the ideal platform to reach out to kids about money in a way that will truly animate their lives. Our world revolves around compelling entertainment and we are delighted to leverage the channel's creativity and expansive reach to inspire positive change through Prudential's money-smart kids programme."

The educational animated series will debut in English in early September across seven markets in Asia: Hong Kong, Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam.


About Prudential Corporation Asia
Prudential Corporation Asia comprises the life insurance, asset management and consumer finance operations of Prudential plc in Asia. Our businesses span 13 markets, covering Mainland China, Hong Kong, India, Indonesia, Japan, Korea, Malaysia, the Philippines, Singapore, Taiwan, Thailand, Vietnam and the United Arab Emirates.

In Asia, Prudential is the leading Europe-based life insurer in terms of market coverage and number of top three positions, and has more than 340,000 agents and employees across the region serving over 11 million customers.

Prudential's Asia asset management business is also one of the region's largest and most successful, with operations in ten markets and £52.5 billion in assets under management (as of 30 June, 2011).

Prudential facilitates numerous corporate responsibility initiatives in Asia that build value and contribute to the communities across the region. As Prudential's presence across Asia grows, the company continues to engage with its communities through programme that go beyond its business, particularly focusing on the area of financial literacy.

Most notably, Prudential facilitates financial literacy workshops in China, India, Indonesia and Vietnam for young, working-age women. Since 2004 over 18,000 women have participated in the programme. In addition, Prudential also partners with Government and regulators in China to facilitate an insurance education curriculum for public high schools in target cities across the country. Over 8,000 students have participated in the programme since 2007.

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About Cartoon Network
Cartoon Network, the number one kids' channel in Asia Pacific, offers the best in original animated entertainment while drawing from the world's most iconic cartoon library of Warner Bros., MGM and Hanna-Barbera titles. Original series showcased on Cartoon Network include the globally popular Ben 10, Ben 10 Alien Force, Ben 10 Ultimate Alien, Generator Rex, Chowder, The Grim Adventures of Billy & Mandy, The Powerpuff Girls and The Marvelous Misadventures of Flapjack. Cartoon Network is available in 23 territories throughout the Asia Pacific and is currently seen in over 63 million cable homes in the region. Online, Cartoon Network reaches nearly five million unique visitors a month in Asia Pacific.

Turner Broadcasting System Asia Pacific, Inc., a Time Warner company, is a major producer of multiplatform news and entertainment content around the world and the leading provider of programming for the basic cable industry.

About Dr. Alice Wilder
An expert in educational and child psychology, Alice Wilder, Ed.D. has written numerous articles for journals related to the field and frequently presents at national conferences, college and graduate school courses and workshops for parents. Her groundbreaking work was cited in The Tipping Point by Malcolm Gladwell.

For over 10 years, Dr. Wilder worked as a Producer and the Director of Research and Development for Nick Jr.'s Blue's Clues and Developer of Blue's Room. As part of the creative team, she was responsible for all content and creative decisions related to every aspect of the series. In this capacity, she co-authored the curriculum on which Blue's Clues and Blue's Room were based, and wrote scripts, books, educational workbooks, and columns for the magazine and online. Dr. Wilder has been nominated for Daytime Emmys for Outstanding Preschool Children's Series as well as Outstanding Writing in a Children's Series.

Currently Dr. Wilder is Co-Creator and Head of Research and Education for Super Why!, the only preschool property created to help kids learn the fundamentals of reading through interactive storybook adventures. She is also the co-creator of Think It Ink ItPublishing, a venture that is designed to promote creative writing for children from the ages of four to 12 years old. In addition, Dr. Wilder is developing a National Science Foundation (NSF) pathways funded pilot with National Geographic Kids Entertainment focusing on water. The goal of the pilot is to provide children aged three to six with the foundational knowledge, skills and habits to become informed scientists and water stewards of the planet.

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