Prudential has a long-standing commitment to financial literacy and Cha-Ching is our flagship group-wide financial education programme.
Launched in Asia in partnership with the Cartoon Network in 2011, it is a multimedia programme built around three-minute animated music videos aimed at children aged seven to 12. The programme helps children learn the fundamental money management concepts of earn, save, spend and donate, and it has gained international recognition for promoting financial literacy and won several industry awards. Over the past few years it has grown to become one of the top-rated children’s television programmes in Asia. Cha-Ching is now available in 10 languages and reaches 54.3 million households a day across Asia through the Cartoon Network.
The Cha-Ching School Contact Programme now brings Cha-Ching directly to schoolchildren across Asia, the US, the UK and Africa. The programme provides a strong focus on finance, mathematics, planning and analytical skills. Students are encouraged to use critical thinking to make decisions on how they manage their money applying the four concepts in their daily lives which support positive attitudes as they explore and enhance their money-management skills.
The Kenya program follows a successful 2016 pilot with Junior Achievement, Prudential’s financial education partners in Africa, introducing Cha-Ching financial literacy lessons to primary school students in Accra.
The program provides Prudential Life Assurance Kenya employees an opportunity to give-back by sharing their professional and personal experience within their communities and make an impact on local school students by helping to deliver the curriculum within classrooms with the support of Junior Achievement Kenya.
In 2017, 10 private and public primary schools in Nairobi and Mombasa are participating in the Pilot project, with Prudential staff and Financial Advisors serving as volunteers to support delivery of the Cha Ching program.