The Cha-Ching programme, which consists of a series of three-minute music videos featuring six lively characters known as the Cha-Ching band, helps children learn about the fundamental money management concepts of earn, save, spend and donate.

Prudential Assurance has been providing the programme for schoolchildren aged between seven and 11 through its Prudence Foundation since 2014.

The programme, featuring catchy songs that children can sing along to, has benefited more than 330,000 schoolchildren in Malaysia, the Philippines, Cambodia, Vietnam and Indonesia.

“Some 87,000 Malaysian children have gone through the programme and we hope to reach out to around a quarter of million by 2023,” said Prudence Foundation chairman Donald Kanak.

Speaking to FMT on the sidelines of the second Cha-Ching educators conference in Kuala Lumpur yesterday, Kanak said awareness of money management among the young is still low.

He said there needs to be a more concerted effort by the education ministry, Bank Negara Malaysia (BNM) and other stakeholders to instil the precepts of financial literacy.

Fiona Liao, chief brand officer of Prudential Assurance Malaysia, said the company had organised carnivals as a precursor to the Cha-Ching programme.

“We also introduced a board game called ‘Duit Right’ to raise awareness of financial literacy among 16-year-olds or those in Form Four,” she said.

Another programme promoted by the company is “Pru Kasih”, which has assisted more than 40,000 households in matters of financial protection.

Liao attributed the success of the programmes to the PPP or public-private partnership model which the company shares with stakeholders such as the education ministry and BNM.