IN a bid to make the Philippines Asia’s “heart” of financial literacy, a leading insurance firm has intensified its campaign in educating Filipino children to be more responsive when it comes to money matters.
Pru Life UK, the Hong Kong-based regional headquarters Prudential Corporation Asia (PCA), and its charitable arm, the Prudence Foundation, launched on Tuesday the “Season Three” of its Cha-Ching program.
Cha-Ching is the top-rated and award-winning animation and music-based financial literacy program for Asian children.
Sean Rach, PCA regional director of Brand and Corporate Affairs, said that they have chosen to launch the said program in the Philippines since it is the first country to integrate Cha-Ching in the grade school curriculum.
The program was piloted in the Grade 2 classes of two public schools during the last school year.
“The Philippines is symbolic of the program’s growing success since its inception in September 2011,” Rach said.
Jumbing de Rosas, president and chief executive officer of Pru Life UK, said that a memorandum of agreement was signed by the company with the Department of Education (DepEd) in 2012 for the integration of Cha-Ching in the basic education curriculum.
For her part, Belle Tiongco, Pru Life UK senior vice president and chief marketing officer, said that at the end of school year 2012-2013, a third-party assessment revealed that 80 to 85 percent of Grade 2 students in participating schools have grasped the lessons in financial literary, and even saw them taking enterprising initiatives outside of class.
“Based on the third-party assessment by Knowledge Community, teachers reported a marked improvement in students’ attitude over a 10-month period,” she said.
She added that through the program, students “understood and practiced the concepts of proper spending, savings, effective budgeting and being money-conscious with special emphasis on creating a distinction between need and want.”
Cha-Ching helps parents and educators in Asia instill practical money-smart skills in children. Its music videos are anchored around four core money concepts: Earn, Save, Spend and Donate.
The Season Three will feature three new music videos aimed at building children’s understanding of additional money concepts, which they can apply in real-life situations.
The first of the new music videos, “Big, Big Waste of Money,” demonstrates not wasting money on unnecessary purchases.
The second music video, “So Yesterday,” encourages children to question passing fads and trends while the last video, “Sweet Pepper Designs,” shows how to make the most out of entrepreneurial opportunities.
Dr. Alice Wilder, an internationally recognized children’s education specialist and co-creator of Cha-Ching, said each character in the story, and the stories were carefully designed to both entertain and leave a lasting impact on kids’ lives.
“I am so thrilled to see how Cha-Ching has developed over the past years into something that lives beyond the screen,” she said.
As in previous seasons, Cha-Ching’s “Season Three” will air on Cartoon Network during weekday afternoons and weekend mornings in seven Asian markets: Hong Kong, Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam.