A new educational entertainment option for travelling families
Asia - 5 July 2012
Cha-Ching Money Smart Kids ("Cha-Ching"), the award-winning animation-and-music based financial literacy programme launched by Prudential Corporation Asia ("Prudential") last year, will now be available to parents and kids travelling aboard Garuda Indonesia ("Garuda") over the summer months.
Having already reached 4.5 million Asian households through Cartoon Network, Cha-Ching music videos will air on Garuda's in-flight entertainment system over July and August, on more than 2,000 local and international flights. As part of Prudential's commitment to strengthening financial literacy, Cha-Ching has been provided at no cost to Garuda.
Garuda Indonesia said that the programme provides an educational entertainment option for families flying on the airline, and they support this effort to foster a dialogue between parents and kids about financial literacy.
Prudential's Regional Director of Brand and Corporate Affairs, Sean Rach said: "We appreciate this opportunity to reach out to more families in Asia with an important educational message, without any corporate branding. We are honoured to partner with Indonesia's leading airline, Garuda Indonesia, who like us, see the significance of furthering financial literacy in Asia."
Born of a unique partnership of Prudential, Cartoon Network and educational expert Dr. Alice Wilder, Cha-Ching is an innovative financial education programme developed following the global financial crisis, when financial literacy became a significant concern for families and governments. The programme is being aired in seven Asian countries on the number one kids' channel in Asia, Cartoon Network.
Cha-Ching, a corporate social responsibility initiative, seeks to engage children aged 7 to 12 using a unique musical edutainment approach. The series of ten three-minute animated "music videos", with sing-a-long subtitles, aims to teach children about four key money management concepts – Earn, Save, Spend and Donate – through the Cha-Ching band of six animated characters, each with a relatable personality and a different approach to money management.
Cha-Ching has gained international recognition as an exemplary programme for promoting effective financial literacy in the communities it serves. It was named Education Program of the Year in the Excellence in Financial Literacy Education (EIFLE) Awards in Orlando (April 2012), and was honoured as the Best Interstitial Series (Educational) in the Cynopsis: Kids !magination Awards in New York (June 2012).
The Cha-Ching website (www.cha-ching.com) supports the programme with downloadable music videos and songs, online games, mobile applications and at-home activities, allowing parents and educators to engage with children while teaching them about money management in a fun and innovative way. Cha-Ching also has a presence on social media such as Facebook with some 25,000 'fans', and YouTube where the music videos have had more than 250,000 views.
In Asia, Prudential has developed partnerships with schools, governmental and non-governmental organisations, with nearly a thousand children participating in Cha-Ching themed activities at school events held thus far, with more planned for this year.