Cha-Ching

Our objective

Prudence Foundation aims to help children build strong financial foundations from an early age. Our award-winning Cha-Ching programme helps children aged 7-12 across Asia and Africa to develop essential financial knowledge and skills for a resilient future. And we make sure learning is fun with music videos, games and more.

Why Cha-Ching?

In 2011, Prudential's Financial Literacy in Children study found that while 95% of parents in Asia value money management skills, only 13% feel their children have them.

Global studies show money habits are typically formed in early childhood, particularly in primary school. That's why we launched Cha-Ching in September 2011. Drawing on the expertise of award-winning children's education specialist, Dr. Alice Wilder, the programme adopts an ‘edutainment’ philosophy, enabling children to build financial knowledge and skills through play, observation and practice.

Learning across channels

Cha-Ching is built around a number of different delivery methods that cater to children’s learning needs:

Cartoon music video

A series of three-minute music videos airing on Cartoon Network and Free to Air TV

School curriculums

A comprehensive school curriculum taught in schools across 16 markets

School programmes

The School Contact Programme, featuring fun Money Smart activities delivered by NGOs, school staff and employee volunteers

Digital content

Website and social media content, including an e-learning game and online resources to reinforce learnings

Music Videos

At the core of Cha-Ching is a series of three-minute music videos designed to help children learn about money in the most entertaining way possible. The Cha-Ching band includes six lively characters, each with a different approach to money management. Their catchy songs make learning the key concepts of Earn, Save, Spend, and Donate easy.

You can find the videos on Cartoon Network, the number one children’s channel in Asia, in nine markets (Hong Kong, Indonesia, Malaysia, Myanmar, Philippines, Singapore, Taiwan, Thailand and Vietnam) and on Akili Kids in Kenya. We're also thrilled that our music videos are available on the Cha-Ching YouTube playlist in nine different languages and have already been enjoyed over 11 million times.

Cha-Ching 10 Things

Charity

Just in case

Cha-Ching Curriculum

We teamed up with Junior Achievement Asia Pacific to develop the Cha-Ching Curriculum, which provides teachers activity-based lesson plans to help teach the key money concepts of Earn, Save, Spend and Donate.

Piloted in 2016, the curriculum has since been endorsed by Ministries of Education in eight markets, including the Philippines, Indonesia, Malaysia, and Vietnam. We're proud that our curriculum has now reached over 2.8 million students, with more than 87,000 teachers trained across Asia and Africa.

To ensure our programme remains effective, we commissioned Dr. Adele Atkinson, current Professor of Practice in Financial Literacy and Wellbeing at the University of Birmingham and previous Head of Financial Education at OECD, to undertake a full review of the curriculum's impact in 2021. Read about the findings here: Cha-Ching Curriculum reviewed by ex-OECD financial literacy specialist – Prudential plc

Cha-Ching Ecosystem

Learning doesn't just happen in the classroom, which is why we've created a vibrant digital space for Cha-Ching. Our website, www.cha-ching.com, features our music videos, online resources, and at-home activities that help teachers and parents bring financial literacy to life in an interactive and engaging way. Children can dive into our online e-learning game ‘Cha-Ching Money Adventures,’ to reinforce their learnings by exploring real-life money management scenarios. We also use our Facebook pages to encourage interaction and discussion among teachers, parents and caretakers.