Prudential’s Award-winning Financial Literacy Programme For Children Launches “Season Three”

“Cha-Ching” adds three new music videos to focus on additional money concepts

Celebrating the third year of the Cha-Ching Money Smart Kids programme, the Prudence Foundation, the charitable arm of Prudential Corporation Asia (“Prudential”), today announces the launch of ‘Season Three’ of the highly rated award-winning animation-and-music based financial literacy programme that helps children, parents and educators with practical money-smart skills across Asia around four core money concepts – Earn, Save, Spend and Donate. Starting today, Prudential will begin adding three new music videos aimed at building children’s understanding of practical money concepts, which they can apply in real-life situations: the first of the new music videos “Big, Big Waste of Money” will raise the point about not wasting money on unnecessary purchases and will begin airing on top kids’ channel Cartoon Network on 26 October; the second music video “So Yesterday” encourages children to question passing fads and trends, while the last music video “Sweet Pepper Designs” shows the story of creating an entrepreneurial opportunity. Like the previous seasons, the music videos will air daily on weekdays after school and on weekend mornings in seven Asian markets.

Cha-Ching’s Regional Success
Prudential has selected the Philippines to launch Cha-Ching’s newest season as it is symbolic of the programme’s growing success since its inception in September 2011. In addition to engaging children through TV and online platforms, the key learning concepts have been integrated into tailored programmes for schools. The Philippines’ Department of Education signed a Memorandum of Agreement in April 2012 to incorporate Cha-Ching into the curriculum of public primary schools and has just completed its first year. Participating schools saw notable improvements in students’ attitudes towards proper money concepts; with 80 – 85% of students having grasped the lessons on financial literacy, which even saw them taking enterprising initiatives outside of class1. In addition to the Philippines, school programmes in Hong Kong, Indonesia, Singapore, Taiwan, Thailand and Vietnam have benefitted more than 42,000 children and educators.

Dr. Alice Wilder, an internationally-recognised children’s education specialist and co-creator of Cha-Ching, commented, “I am so thrilled to see how Cha-Ching has developed over the past years into something that lives beyond the screen. Each character and story was carefully designed to both entertain and leave a lasting impact in kids’ lives, and it is extremely rewarding to see children learning and using the core money concepts. While the programme helps young children, it also builds a foundation for future success with the involvement of both educators and parents who help extend the learning to build responsible money management habits.”

In the seven Asian markets where Cha-Ching is present, the programme has already reached 6.4 million households to date through the Cartoon Network, the number one kids’ channel in the region. Cha-Ching’s official YouTube channel (www.youtube.com/chachingvideos) has racked up over 780,000 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 Tour (300,000 visits to date) and Entrepreneur (140,000 visits to date). The Cha-Ching Band Manager mobile app has also proved popular, registering over 130,000 downloads since launch in December 2012. Cha-Ching’s latest endeavour, Cha-Ching Choir, invited children across Asia to join as back-up singers. Children could submit their own Cha-Ching song for a chance to be featured in an upcoming video alongside their favourite Cha-Ching characters on Cartoon Network Asia. Over 2,000 registrations and 150 valid entries were received. Five bi-weekly winners and three final winners are to be announced.

Cha-Ching – Here for the Long Run
“Although we are already seeing the positive impact that Cha-Ching is making in the region, financial literacy is not something that can improve overnight. Cha-Ching and Prudential will continue to invest in providing the tools for children, parents and educators to help the adults of tomorrow become money smart,” said Sean Rach, Regional Director of Brand & Corporate Affairs at Prudential Corporation Asia.

Rated as one of the top five TV programmes on Cartoon Network this year, Cha-Ching has proved a popular programme choice for children aged seven to 12.  The Cartoon Network has announced a Cha-Ching marathon at 1:00 pm on 26th October for South East Asia and Philippines feeds, featuring the Cha-Ching Choir reel, the newest music video “Big, Big Waste of Money”, as well as all previous 13 music videos.  The Cha-Ching website, www.cha-ching.com, will also be optimised for mobile devices starting from the same date.


1. Cha-Ching Financial Literacy for the Youth Programme Impact Assessment Report was completed by third party evaluator, Knowledge Community, following its first year of implementation in the School Year 2012-2013

Back to Top