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Cha-Ching reaches 1 million children in the Philippines

Award-winning financial literacy program helps build resilient communities through financial education.

JA Philippines and JA Asia Pacific, in partnership with Prudence Foundation and Pru Life UK, celebrated reaching one million students nationwide who have been taught basic money management skills through the financial literacy programme, Cha-Ching. Beneficiaries and co-advocates joined the milestone event to commemorate this achievement on 29th May, 2024 at the Marco Polo Ortigas, Manila.



FROM LEFT TO RIGHT Pia Warburton, Regional Programme Manager (Prudence Foundation), Krishna C. Alejandrino, Executive Director (JA Philippines), Hon. Reynaldo A. Regalado (Insurance Commissioner), Sanjay Chakrabarty, President & CEO (Pru-Life UK), Maziar Sabet, President & CEO (JA Asia Pacific) and Dexter Galban, Assistant Secretary for Operations, (Department of Education, Philippines).



Created by Prudence Foundation, Cha-Ching is a financial education programme for children aged seven to twelve. It is a series of animated, music-based cartoons developed in partnership with Cartoon Network Asia and Emmy award-winning, Children’s Educational Specialist, Dr. Alice Wilder. A school curriculum was also developed with JA Asia Pacific to instill in children good values, knowledge, and behaviour around money.

A Reason to Celebrate: Reaching One Million Students in the Philippines

The event underscored the shared commitment of Pru Life UK and Prudence Foundation, together with JA Philippines and JA Asia Pacific to equip young students with the necessary skills to build a brighter and more secure financial future through the Cha-Ching curriculum.


Sanjay Chakrabarty, Pru Life UK President & CEO, welcomed the participants and guests by sharing how Pru Life UK champions financial literacy through Cha-Ching and its local programmes which are aligned with the company’s community investment efforts on building long-term resilience for communities.


In a panel discussion, public and private sector speakers shared their insights on the importance of financial literacy education, the progress made in institutionalizing it in the school curriculum, and the plans and outlook in furthering financial literacy in the country. Panelists include Pru Life UK President and CEO Sanjay Chakrabarty, Prudence Foundation Regional Programme Manager Pia Warburton, and Department of Education Assistant Secretary for Operations Dexter Galban.

Future Strides for Cha-Ching

Additionally, Cha-Ching has introduced innovative initiatives such as “Cha-Ching Money Adventures”, an interactive online game and a dynamic learning platform designed to equip students and teachers with vital money management skills.

These efforts have been recognized with prestigious accolades, including the Silver Asia-Pacific Stevie® Award in 2021 and 2024, and the Money Awareness and Inclusion Awards in 2022, highlighting Cha-Ching’s commitment to promoting financial literacy among Filipino youth and its dedication to continuous improvement and innovation in financial education.




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