Prudential Recognised for Empowering Local Communities

KUALA LUMPUR, 20 SEPTEMBER 2016 – Prudential Assurance Malaysia Berhad (PAMB) has won the Asia Responsible Entrepreneurship Awards 2016 (Social Empowerment category) for Cha-Ching, its impactful financial education programme for children. The Asia Responsible Entrepreneurship Awards (AREA) 2016 honours Asian businesses for championing sustainable and responsible entrepreneurship.

“Cha-Ching was recognised for its contribution on financial literacy and fostering financial inclusion. As of today, we have brought Cha-Ching to more than 7,335 children from 23 schools, social welfare organisations and local communities since 2014,” said Khoo Ai Lin, Chief Marketing Officer of PAMB. “But this recognition really goes to our dedicated employees and agents who volunteer to drive the programme. It solidifies our conviction for nurturing financial management at an early age in order to teach students how to make wise life-changing financial decisions, using the four basic financial management concepts of Earn, Save, Spend and Donate.”

PAMB is recognized for having a clear “Social Empowerment Mission”. In order to qualify for AREA, Cha-Ching was proven to the judging panel that it is well developed and executed by PAMB in delivering a meaningful service to the community that is needed, beneficial and within the core competency of the business.

Cha-Ching Live in Malaysia engages primary school students in edutainment learning in a classroom, where children complete hands-on activities to learn the 4 concepts of managing money— Earn, Save, Spend and Donate — teaching them how to make wise financial decisions, while learning how powerful their own hard work can bear results. After its encouraging response with several schools, PAMB subsequently developed Karnival Cha-Ching—an amplified version of the programme run in a carnival format, typically accommodating 200 to 500 students per session.

As for local community recognition for brand health and growth, PAMB was recently recognised as one of Malaysia's strongest insurance brands at the inaugural Malaysia's Strongest Brands Award 2016. Winners were determined by the BrandAsset® Valuator (BAV) Malaysia study which looks at the merit and detailed data collection of over 900 brands in Malaysia. The awards recognized the strongest brands in Malaysia across 10 categories including insurance.

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