Prudential Continues to Invest in Children’s Financial Literacy in Asia
Asia - 22 July 2013
While top tunes from teenage heartthrobs and pop princesses instill messages about love and friendship in the younger generation, Cha-Ching – the popular cartoon band that is part of the Prudence Foundation’s award-winning financial literacy programme – has been busy singing about the importance of sound money management skills. With 13 singles under their belt since their inception in September 2011, the band continues to capture the hearts of children, parents and educators throughout Asia. The band’s latest endeavor invites children across Asia to join Cha-Ching as backup singers in the Cha-Ching Choir. Children can submit their own Cha-Ching song for a chance to be featured in a video alongside their favourite Cha-Ching characters on Cartoon Network Asia.
From today until 29th September, Cha-Ching will be virtually assembling children from Hong Kong, Indonesia, Malaysia, Singapore, Thailand, Vietnam and the Philippines to take part in the Cha-Ching Choir. Children simply have to visit the Cha-Ching website (www.cha-ching.com), record and submit their sing-along to the band’s classic debut single – “Earn, Save, Spend, Donate” – for a chance to be featured in a music video, which will be broadcast on the Cartoon Network, Asia’s number one children’s channel, and Cha-Ching’s digital platforms in October this year. There will be a wide array of prizes for weekly winners as well as overall best performances, including limited-edition Cha-Ching plush toys and iPad minis!
Money Principles Made to Stick
Cha-Ching, a key initiative of the Prudence Foundation, was first launched in an effort to address one of the key takeaways from the global financial crisis: consumers’ need for stronger financial literacy. The programme targets children aged seven to 12 using a unique edutainment approach, which consists of animated musical episodes and is supported by interactive websites, games and applications, as well as home and school activities.
To-date, Cha-Ching’s official YouTube channel (www.youtube.com/chachingvideos) has racked up over 480,000 views with many children enjoying content with parents and peers. Hundreds of thousands have also put their money-smart skills to the test playing Cha-Ching games, including Cha-Ching Saver, Cha-Ching Saver World Tourand Entrepreneur. The Cha-Ching Band Manager mobile app has also proved popular, reaching 75,000 downloads since December 2011. More importantly, the programme has been acknowledge by educators in the region and has been integrated into national curriculums in the Philippines. Furthermore, 18,000 children have participated in school programmes across the region.
“We are thrilled to see how the Cha-Ching initiative has developed over the past two years,” said Sean Rach, Regional Director of Brand & Corporate Affairs at Prudential Corporation Asia. “It shows that children can pick-up complex concepts through play and entertainment. The Cha-Ching Choir is a fun way to engage children across Asia and promote creativity, whilst reinforcing the concepts that educate children about smart money management.”