Prudential Thailand Empowers Thai Kids with Financial Literacy through ‘Cha-Ching Money Adventure’ Program

Financial literacy is as crucial as any other skill. Its positive impact on Thai children and society is profound, fostering resilience in financial management knowledge. Prudence Foundation, a charitable organization affiliated with the Prudential Group, along with Prudential Thailand, recognizes the significance of financial education, and consequently launched the "Cha-Ching Financial Literacy for Kids" program in 2011 to empower children with essential financial knowledge.

Mr. Itt Apiraktivong, Chief Corporate Development Officer of Prudential Thailand, stated, “The Cha-Ching Program utilizes cartoon characters to impart financial knowledge through its six main characters. Initiated by Prudence Foundation, this program addresses the crucial issue of financial literacy, especially for children aged 7 to 12. This developmental phase is pivotal for learning. Additionally, the Cha-Ching Program collaborates with Cartoon Network for distribution across multiple countries. In Thailand, Prudential Thailand has partnered with both government and private sectors to integrate these cartoon characters into the teaching curriculum for all Thai schoolchildren nationwide. Currently, over 100,000 children receive this financial education in more than 9,000 schools. Our ongoing efforts focus on online game activities and various workshops under the event, 'Cha-Ching Money Adventure's,' emphasizing four key money management concepts: (1) EARN, (2) SAVE, (3) SPEND, and (4) DONATE. Our ultimate goal is to establish a strong foundation of financial literacy for Thai kids and contribute to building a better society together.”

According to Dr. Athittaya Punya, Director of the Human Capital Excellence Center at the Office of the Basic Education Commission (OBEC), Ministry of Education, “Cha-Ching goes beyond mere cartoon characters; it is a comprehensive curriculum that provides financial literacy education for all Thai children across the country. For over two years, OBEC has collaborated with Prudence Foundation and Prudential Thailand to promote the Cha-Ching curriculum, specifically targeting local schoolchildren in remote areas of Thailand. Through a volunteer-based program, teacher training sessions involving 185 Human Capital Excellence Centers (HCECs) from across the nation have been conducted. Additionally, HCECs have analyzed the compatibility of the Cha-Ching Program, exploring the possibility of integrating this financial literacy program into the basic school curriculum. The goal is to enhance effective learning while alleviating the burden on teachers and reducing their workload.”

M.L. Pariyada Disakul, the Executive Director of Junior Achievement Thailand (JA Thailand), stated, “Prudence Foundation, Prudential Thailand, and JA Thailand share common objectives and a commitment to empower all Thai children through essential financial tools and skills. JA Thailand serves as a facilitator and coordinator, contributing to the actual implementation of various program components, including publishing textbooks and utilizing media for teaching. Furthermore, our Foundation actively collaborates to bring the Cha-Ching curriculum to reach numerous Thai children across the country.”

“Cha-Ching Money Adventure’s” received positive feedback from parents, students, and teachers who participated in the event. Each group of stakeholders gained valuable experiences and knowledge:

Khun Thanyarat Prabpree, along with her daughter Thanwarak Prabpree, shared, “I am familiar with the Cha-Ching Program due to my role as a Prudential Thailand staff member. From a personal perspective, I find that financial literacy presented through cartoon characters is both enjoyable and easily comprehensible. Furthermore, it has practical applications in real life and is well-suited for the younger generation. I hope that my daughter and all schoolchildren can share their financial knowledge with their peers at school and beyond.”

Mr. Nattapol Malithong, the representative teacher from Phyathai School, shared, “My awareness of the Cha-Ching Program began through networking with other schools. Phyathai School, as part of the primary school network, received information from nearby schools. This collaborative connection led to the expansion of financial knowledge delivery to local schoolchildren, utilizing cartoon characters, online games, and introductory programs involving parents and families. The program has proven beneficial, enhancing financial literacy and fostering a more engaging and enjoyable understanding of economics.”

Ending with Saitharn Choomchuen, the representative school kid from Phyathai School, who shared her experience with the Cha-Ching Program:
“Previously, our school’s teacher introduced us to the Cha-Ching cartoon channel, aiming to raise awareness about financial literacy. Intrigued by this, I decided to participate in the Cha-Ching Financial Literacy for Kids activity, encouraged by my teacher. Today, I had the opportunity to join the Cha-Ching Money Adventure (CCMA) event. The day was filled with enjoyable activities, including matching online machine games and competing in the Cha-Ching Money Adventure online game. These engaging activities provided valuable knowledge about financial literacy for kids. We learned how to manage money, save for the future, and apply these financial tools in our daily lives—such as keeping records of income and expenses.”