Prudential Life Assurance Kenya



Who We Are

Cha-Ching Money-Smart Kids is a highly rated, award-winning financial literacy program that seeks to help instill money-smart skills in children across the country. Developed by Prudence Foundation in partnership with Cartoon Network, and with the expertise of children’s educational specialist, Dr. Alice Wilder, the program is built around several elements that respond to children’s learning needs:

•A series of three-minute music videos aimed at children aged 7 to 12 (now available in 10 languages).
• A website with games and applications that engage children in real-life money management scenarios to reinforce the learnings derived from the music videos.
• Online resources and at-home activities that parents can work through with children.


Money doesn't grow on trees: you have to earn it. Key topics on earning include everything costs money, mum and dad work to buy needs and wants, entrepreneurship, allowances, gifts and household chores.


Saving is an important habit: saving for short and long term goals; and saving for just in case! Key topics on saving include setting a goal, depositing money in a bank to earn interest, comparing prices, planning and budgeting.


Spending is top of mind for kids when quizzed on money. To achieve financial well-being they need to learn about separating needs from wants. Key topics on spending include budgeting (making a plan), creating a spending journal, choosing not to spend it all right away, comparing prices, and thinking before spending.


There are always people who have less than us. Kids should learn to give without expecting anything in return, and the concept of donating will show them that it can also make them feel good. We also focus on the concept of donating time, not just money.

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