ARALING PANLIPUNAN
"The Company that Creates Opportunities" 2012 Regional Branding Campaign rolls out today Pru Life UK shares the thoughts of Filipino children
As a popular American show claims, kids say the darndest things. And they do – they blurt out themost unexpected, most hilarious comments. They have opinions about everything and are not afraid to say it. Grown-ups always enjoy a good laugh from conversations with children, but there are inspired moments when gems of thought that actually make sense are uttered by the young ones.
British insurer Pru Life UK listened to the thoughts
of Filipino children in its first locally-produced version of regional headquarters Prudential Corporation
Asia’s (PCA) Regional Branding Campaign (RBC)
for the year. Themed “we listen to even the smallest voices”, Pru Life UK listened to young kids share
their ideas about how to keep healthy, what to do in case of a health emergency, and how to prepare for these emergencies.
Pru Life UK President and CEO Antonio de Rosas described how the theme of the RBC 2012 coincides with the goals of the Company. “We are in the business of financially securing the future and we believe that the most effective way to do so is by listening to and understanding the specific and
unique needs of individuals. We listen to even the smallest voices of children because we understand that they are the generation that we are working
hard for, and they will be the propagators and guardians of the country’s financial wellness in the future. We aim to provide the best solutions to their needs as well,” he said.
In an unscripted activity, children were asked about characteristically grown-up concepts of health, savings, financial protection and retirement. Their answers were delivered with such candor that will surely draw out a few laughs from listening adults. While some of their answers were playful, surprisingly, most children have solid and sound impressions on how to prepare for the future.
Despite being a commonly overlooked subject in the country, it is remarkable to note that small children have some notions on what insurance is, and their
ideas hit close to the bullseye. Even the young ones understand that people need to prepare for the future as well as unexpected emergencies and sudden
accidents, and in their early years already have basic comprehension on how insurance works to provide financial wellness and protection.
Pru Life UK Senior Vice President and Chief Marketing Officer Belle Tiongco shared her insights on the effectiveness of listening to the thoughts of children. “It is important to listen to children because with their innocent, unaffected manner, we form our own realizations of what truly matter for us to have peace of mind – a healthy body and assurance that we will have the means to take care of our loved ones when unexpected situations arise. While little is said about the insurance industry, even little children acknowledge the need to have a plan for future needs,” she said.
“we listen to even the smallest voices”
Pru Life UK is the only British life insurer in the country. It traces its roots to United Kingdom-based Prudential plc, which has been providing financial protection for over 160 years – from Victorian Britain, families of victims of the sinking of the Titanic to veterans of World War II. Pru Life UK brings to the Philippines the same steadfastness to secure the future of the Filipino through innovative life insurance products and by educating the youth on smart money management.
Pru Life UK’s first-of-its-kind financial literacy program for the youth, Cha-Ching Money Smart Kids, is now integrated in the grade school curriculum – piloting in two public schools and one private school with the support of the Department of Education (DepEd). The program is anchored on an edutainment cartoon musical for kids, dubbed Cha-Ching. With the new campaign “we listen to even the smallest voices,” Pru Life UK now aims to reach out to the greater public through insights on financial literacy as delivered by children.
It’s true – kids say the darndest things, but sometimes, they say the smartest things too.